Description
The Role of Healthcare Branding in Consumer Choice: A Mixed-Methods Study of Healthcare Providers
Abstract
In the healthcare sector, branding acts as the key element to attract patients to visit. Because patients select a specific hospital based on the branding before visiting the hospital. They make decisions through self-experience or by enquiring about hospitals. If the particular hospital is famous for its branding, patients automatically visit that hospital. Branding has become an important aspect of health institutions because of population growth and the increase in health concerns. The cruciality of branding in healthcare is increasing as it influences patient satisfaction, and perception towards healthcare services and providers. This research’s major aim is to analyze the healthcare branding role in consumer choices with the help of mixed methods.
As part of a mixed method, this study conducts qualitative and quantitative analysis. Generally qualitative analysis involves arranging interviews with patients and healthcare providers. The focus of the analysis is on the importance of brand loyalty and consumer preferences. These interviews deliver information regarding the branding influence on the patient’s satisfaction and their selection of hospital. In addition, health providers explain the challenges that occur due to the branding. All these details help to understand the benefits and challenges of healthcare branding.
Quantitative analysis includes conducting surveys on healthcare records, patient opinions, and marketing strategies to enhance it. The survey examines the factors that impact branding as well as patient trust. In addition to this, it analyzes the relationship between patients’ decisions and branding. It helps to find the key reasons for changes in the patient’s behavior and understand the branding strategies. Insights from both analyses facilitate information on the role of healthcare branding and its impacts on healthcare providers. Furthermore, it provides details on factors that influence patient choices. These details will help healthcare providers to wisely make strategies by considering patient preferences. It leads to enhanced trust among patients and their engagement to the specific hospital.
Read more about the topic
THE ROLE OF BRANDING IN THE HEALTHCARE SYSTEM WITH SPECIAL REVIEW TO HEALTHCARE INSTITUTIONS
Healthcare branding: developing emotionally based consumer brand relationships
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