Tehran University of Medical Sciences Health Technology Assessment in Action 2645-3835 6 4 2023 05 27 162 162 Solmaz Sadat Naghavi Alhosseini Department of Business Management, Faculty of Management, South Tehran Branch, Islamic Azad University,Tehran, Iran. Naser Azad Department of Business Management, Faculty of Management, South Tehran Branch, Islamic Azad University,Tehran, Iran. Changiz Valmohammadi Department of Information Technology Management, Faculty of Management and Accounting, South Tehran Branch, Islamic Azad University,Tehran, Iran. Abdollah Naami Department of Business Management, Faculty of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran. 2023 03 07 2023 04 29 Abstract Background: Marketing is a vital but less addressed capability in knowledge-based companies and is a leading contributor to challenges in this sector. Objectives: This study aimed to identify the marketing challenges of health-related knowledge-based products. Methods: This research is a qualitative study. The participants included 10 experts from technology units located in the growth centers of Tehran University of Medical Sciences, who were selected by purposive sampling and using the theoretical saturation index. Data were collected using semi-structured interviews and analyzed using MAXQDA version 10 and qualitative content analysis with an inductive approach. Results: Data analysis led to the extraction of 4 main categories, including legal/regulatory, financial, infrastructural, and market factors. Each of these main categories consisted of several subcategories that described a specific aspect of the challenges of this field. Conclusions: Legal/regulatory, financial, infrastructural, and market factors are among the marketing challenges experienced by technology units located in the growth centers. https://htainaction.tums.ac.ir/index.php/hta/article/view/162 https://htainaction.tums.ac.ir/index.php/hta/article/download/162/117