Impact of Healthcare Marketing and Branding on Hospital Services

Kumar, Naveen; Jacob, Anil G.; Thota, Smruthi

doi:10.5005/jp-journals-10035-1010

Cited by 27 publications

(27 citation statements)

References 6 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Brand promotion among employees is critical to any organization (Abratt&Kleyn, 2012;Vallaster &Lindgreen, 2011;Webster& Keller, 2004). Of special importance in the hospital setting, where the employee is the primary communicator, it is necessary for corporate communication managers to make the brand active and use it to unite all of a hospital's employees with respect to the hospital's culture and mission (Naveen, Anil, &Smruthi, 2014). The brand helps the employee commit to the organization (Argenti, 2003).…”

Section: Introductionmentioning

confidence: 99%

Establishing and Demonstrating US Hospital Brands Through Facebook

Medina

Buil

Heath

2016

(OBS*)

View full text Add to dashboard Cite

Medical treatment, patient satisfaction, and hospital brand equity are positively related to three communication contexts: interpersonal, internal, and corporate. To integrate those contexts and expand that line of research, visceral analysis suggests that social media are transforming the impact of institutional communications conducted by hospitals. Specifically, questions continue to need answered to fill gaps in, clarify and reinforce previous research. To that end, this article analyzes the strategic impact of social media networks in spreading the brand architecture of hospitals. To this end, the Facebook profiles of 400 hospitals in the United States were analyzed. Each profile was examined to determine whether it utilized 10 indicators related to brand architecture. The results indicate that regarding the leading hospitals in the United States 94% of the surveyed hospitals have an active profile on Facebook but one that only utilized 3 to 5 of the recommended indicators. The professional management of this social media, the more widespread use of corporate video and a strategic orientation toward results have become cornerstones for the effective dissemination of hospital brands through Facebook.However, these organizations face a number of contextual factors that hinder the implementation of such communications, including the legal framework, the poor communicative tradition of hospitals and the difficulty of disseminating scientific content. This article discusses the strategic importance of spreading a hospital's brand architecture through social media. Thus, first, a review of literature is offered on hospital branding, brand architecture and brand dissemination through social media. Second, our method is introduced, and third, the results of a quantitative study on brand communication conducted on Facebook by 400 hospitals in the United States are presented. Fourth, the results of the study, its limitations and the business implications of this analysis are discussed. This paper shows those strategies of corporate communication 2.0 that hospitals should use to ensure a unique brand awareness by its stakeholders.

show abstract

Section: Introductionmentioning

confidence: 99%

Establishing and Demonstrating US Hospital Brands Through Facebook

Medina

Buil

Heath

2016

(OBS*)

View full text Add to dashboard Cite

show abstract

“…The importance of marketing in healthcare had been neglected until recent decades. It is now recognized, however, that a favorable clinic brand image enhances patient satisfaction and helps to build long-term patient-physician relationships [ 32 ]. Naming is a vital element for brand success.…”

Section: Discussionmentioning

confidence: 99%

A Doctor’s Name as a Brand: A Nationwide Survey on Registered Clinic Names in Taiwan

Chu

Dai

Liu

et al. 2018

IJERPH

View full text Add to dashboard Cite

In countries where the private clinics of physicians can be freely named, registering a clinic with a physician’s name is one way to make patients familiar with the physician. No previous study had investigated how clinics make use of this method of personal branding. Therefore, the current study analyzed 10,847 private physician Western medicine clinics in Taiwan. Of those clinics, 31.0% (n = 3363) were named with a physician’s full name, 8.9% (n = 960) with a surname, and 8.1% (n = 884) with a given name. The proportion of clinics registered with a physician’s name was lower in rural areas (37.3%) than in urban (48.5%) and suburban areas (49.2%), respectively. Among clinics with only one kind of specialist, a physician’s name was used most frequently in clinics of obstetrics and gynecology (64.9%), otorhinolaryngology (64.1%), and dermatology (63.4%). In Taiwan, fewer than half of clinics used a physician’s name as a brand. The sociocultural or strategic factors and real benefits of doing so could be further studied in the future for a better understanding of healthcare services management.

show abstract

“…The importance of branding in health care is well known . Although secondary to the science underlying the research questions, creating a recognizable “catchy” name for your study can lead to better recognition of study.…”

Section: Nine Key Research Strategies and Approachesmentioning

confidence: 99%

Behind the Scenes of Successful Research in Emergency Medicine: Nine Tips for Junior Investigators

Probst

Caputo

2019

AEM Education and Training

View full text Add to dashboard Cite

NARRATIVE ABSTRACTEducation related to clinical research often focuses on methodology, statistics, ethics, and study design. While knowledge of these conventional skills is essential to the operationalization of research, many "soft" skills related to leadership, communication, and team management are critical to the successful conduct research in the real world.Conducting clinical research in the emergency department is generally a challenging endeavor. Based on our prior experience as clinical researchers and a narrative review of the published literature, we offer nine practical strategies to help junior investigators conduct research. To successfully execute a research study, investigators must know how to motivate their team, create a brand around their study, communicate effectively, maximize clinician and patient engagement, and celebrate victory, among other skills. These skills and strategies are often missing from the formal research education and in peer-reviewed manuscripts but are, in fact, invaluable to the successful development of junior investigators. Thus, we offer the "story behind the study" in an effort to contribute to research education with material that is not typically covered in formal curricula.From the

show abstract

Impact of Healthcare Marketing and Branding on Hospital Services

Cited by 27 publications

References 6 publications

Establishing and Demonstrating US Hospital Brands Through Facebook

Establishing and Demonstrating US Hospital Brands Through Facebook

A Doctor’s Name as a Brand: A Nationwide Survey on Registered Clinic Names in Taiwan

Behind the Scenes of Successful Research in Emergency Medicine: Nine Tips for Junior Investigators

Contact Info

Product

Resources

About