Work

Designing a branding model for the hospital in the digital era: a grounded theory

Year: 2024

Type: article

Abstract: What was already known on this topic? Branding of hospitals is a fundamental issue for better interaction between the public and private sectors and attracting value and resources for the stakeholders. Continuous analysis and monitoring of patients' opinions on online platforms increases patients' trust and loyalty to the hospital brand. Digital marketing tools are used to create a positive customer experience of hospitals brand. What this study added to our knowledge? The use of social media, and search engine optimization (SEO) are the basic requirements of branding in the digital era in hospitals. Hospitals should do smart branding by focusing on patients and using intelligence. The development of digital branding in hospitals leads to the development of tourist therapy, the internationalization of the hospital and the value creation for the beneficiaries.

Source: Journal of Health Administration

DOI: 10.61186/jha.27.1.40

Authors: Elnaz Pahlevani, Abas Asadi, Rouhollah Zaboli

Institutions: Islamic Azad University, Tehran, Islamic Azad University, Science and Research Branch, Islamic Azad University of Varamin, Baqiyatallah University of Medical Sciences

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: hybrid

OpenAlex ID: W4409380156