Why brand equity is so important for private healthcare? View from an emerging market

Fong, Cheng-Hun; Goh, Yen-Nee

doi:10.1080/20479700.2020.1755811

Cited by 11 publications

(22 citation statements)

References 22 publications

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“…In general, branding is considered an effective marketing tool not only for differentiating health-care organizations from their competitors but also for influencing consumer choices (Arzubiaga et al , 2022). In the specific case of hospitals, branding adds an identity that may help hospitals show their commitment towards delivering highly standardized health services that satisfy patients’ needs (Fong and Goh, 2021). As such, branding combined with different retention programs has been considered one of the most important determinants of patient loyalty towards health service providers (Astuti and Nagase, 2016).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…banking, airlines and retail), the health-care industry is experiencing a rapid evolution from its traditional business models (Hwang and Christensen, 2008), which has attracted the private sector into health-care delivery and led to their emergence in different geographical contexts (Anabila, 2019). Likewise, the expansion of medical cards or strategies of medical insurance companies to provide private hospital services among the low-income segment of the population has made this market accessible for new customers, enhancing the potential profits of private hospitals (Fong and Goh, 2021).…”

Section: Health-care Industrymentioning

confidence: 99%

“…Nevertheless, despite the ability to adapt to the fast-growing and rapidly changing industry through renewed offerings, private hospitals, like all other businesses, depend on market forces and are thus under rising pressure to deliver superior health-care services to achieve customer satisfaction (Lee, 2006) which may promote customer loyalty in the long run (Rodríguez et al , 2019). However, private health-care providers are facing increased competition, as many of them are extending their facilities and infrastructure to new markets (Fong and Goh, 2021). Thus, health-care marketing understood in terms of “the application of marketing strategies and tactics to the broad, heterogeneous, and complex field of health (Crié and Chebat, 2013),” Butt et al (2019, p. 2), seems to play a significant role in the performance of these organizations.…”

Section: Introductionmentioning

confidence: 99%

“…However, these consumers often find it complex to evaluate the high-risk services offered in hospitals; hence, branding adds an identity for health-care organizations that can guide consumers towards their choices (Odoom et al, 2019). In particular, a hospital's corporate brand aims to show their commitment in providing health services that may satisfy the needs of patients with the expected quality (Fong and Goh, 2021). This role is particularly striking in highly competitive markets with high demand for services from both local and foreign patients (Couto and Ferreira, 2017).…”

Section: Introductionmentioning

confidence: 99%

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Exploring success factors of marketing in private healthcare organizations: evidence from Lebanon

Arzubiaga

Schiavone

Mohamad

et al. 2022

JBIM

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Purpose The purpose of this study is to explore the marketing success factors of an international private healthcare company operating in Lebanon and examine how these factors evolve depending on different business phases. Design/methodology/approach An extreme single-case study of a Lebanese healthcare center was conducted. The data sources consisted of semi-structured interviews and archival data including industry reports, newspaper articles and internal documents. Findings This study offers interesting, non-studied insights into marketing success factors in the private healthcare sector. In particular, it shows how to evolve from more traditional business models to disruptive yet very attractive personalized services with high-quality standards. Research limitations/implications While the theoretical position developed fits the unique characteristics of the studied industry and country settings, it is necessary to be cautious in generalizing the study to other geographical settings and industries. Practical implications This research provides managers and decision-makers with insights into how to identify, organize and develop success factors in the marketing discipline during different business phases of private healthcare organizations. Originality/value This study contributes to the scarce literature on the marketing of private healthcare organizations by exploring success factors in a non-studied geographical and cultural context.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Health-care Industrymentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Exploring success factors of marketing in private healthcare organizations: evidence from Lebanon

Arzubiaga

Schiavone

Mohamad

et al. 2022

JBIM

View full text Add to dashboard Cite

show abstract

“…Hospital brand equity (HBE) is an emerging issue of growing importance [ 1 ]. This has been observed in recent years [ 2 , 3 , 4 , 5 , 6 ], although the concept of brand equity has been developed in the literature since the 1980s [ 7 ]. This is due to several reasons.…”

Section: Introductionmentioning

confidence: 99%

Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review

Górska-Warsewicz

2022

IJERPH

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The purpose of this study was to analyze consumer or patient determinants of hospital brand equity (HBE) based on the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) Statement. A search of six databases: Scopus, Web of Sciences, PubMed, Google Scholar, Ebsco, and Elsevier was conducted. A search for studies published up to January 2022 was performed between 15 February and 5 March 2022. Article type, peer-reviewed papers, and studies based on empirical research were used as inclusion criteria. Non-English language papers, dissertations, short reports, works in progress, conference publications, and book chapters were excluded. As a result, a final set of 32 studies were selected for the analysis. Three research questions were formulated on the main determinants of HBE, brand-related factors, and specific medical-related factors. The studies included in the systematic literature review were analyzed in three areas: study description, key findings, and practical recommendations. Among the traditional HBE factors, brand loyalty has been analyzed most often, and the following have also been studied: perceived quality, brand associations, brand awareness, and brand image. Patient satisfaction, service quality, perception of the treatment process, and the work of medical staff were found to be specific medical-related factors. Other factors related to the management process, brand, and patients were also identified. It was noted that the number and variety of medical and other determinants of HBE have increased in recent years. The results of this systematic literature review are relevant to the analysis of consumer/patient behavior in choosing a hospital or other health care facility as they provide a deeper understanding of the increasingly differentiated needs of patients and the way in which the quality of health care services is evaluated.

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Perceived Quality, Brand Image and Brand Loyalty in the Purchase Intent of Smartphones in College Students

Seinfeld

Flores

2021

Smart Innovation, Systems and Technologies

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Why brand equity is so important for private healthcare? View from an emerging market

Cited by 11 publications

References 22 publications

Exploring success factors of marketing in private healthcare organizations: evidence from Lebanon

Exploring success factors of marketing in private healthcare organizations: evidence from Lebanon

Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review

Perceived Quality, Brand Image and Brand Loyalty in the Purchase Intent of Smartphones in College Students

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