Strategic Brand Model Proposal for Patient Satisfaction and Private Healthcare Preferences

Abstract

The success and survival of healthcare services depend largely on meeting the wishes and expectations of the patient. Patient satisfaction can be defi ned as increasing the satisfaction level by meeting their needs and desires, thus decreasing customer turnover. The brand is the care the healthcare institution off ers the patient and it is predicated on the patient's personal satisfaction and their personally perceived satisfaction stemming from the credentials of the healthcare business. As a result, the credential's of the brand is a phenomenon that takes shape by how the brand expresses itself. The brand itself is the credential. The element that directly aff ects customer demands and expectations in health institutions is the emotional bond the institution forms with consumers. The purpose of the study is to identify the actions which healthcare enterprises take towards building corporate credentials, to address the strategy of such institutions in establishing their credentials through patient satisfaction and to measure the eff ect of a brand value phenomenon derived from the credentials. The comparison made by patients and their relatives of one healthcare institution with another which results in the emergence of satisfaction with a brand is a persuasive factor in wages policy against other competitors. The research was supported by measurement and evaluation processes and it aimed to develop a strategic brand model proposal.