Investigating influential factors in hospital branding

Considering the increased number of hospitals and competition in private section, hospital marketing is becoming a challenge. Meanwhile, hospitals ought to look for competitive advantage; which can manifest as a hospital brand. Branding in a hospital can raise trust and loyalty levels among patients. This paper addresses how a hospital builds its brand in order to achieve competitive advantage.

The present paper provides a review based on information collected between 1989 and 2015, and is conducted using printed sources and databases such as Science Direct, Civilica, Noor Mags, and SID.

Factors such as physical environment, civil behavior of personnel, communication skills, knowledge and expertise of physicians and staff and also social liabilities of a hospital involved in hospital branding and creation of a desirable mental image that are discussed in this paper.

Given the increased number of private hospital and a heightened competition, to create competitive advantage, hospitals have to modify and upgrade influencing the process of hospital branding. Also, unique promotion as a means of introduction and distinction can be used by the hospitals.