Annals of Tropical Medicine and Public Health
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Year : 2017  |  Volume : 10  |  Issue : 5  |  Page : 1137-1146

A systematic review of medical service branding: Essential approach to hospital sector

1 Health Management and Economics Research Center, Iran University of Medical Sciences, Tehran, Iran
2 Department of Health Services Management, School of Health Management and Information Sciences, Iran University of Medical Sciences, Tehran, Iran

Correspondence Address:
Soudabeh Vatankhah
Department of Health Services Management, School of Health Management and Information Sciences, Iran University of Medical Sciences, Tehran
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Source of Support: None, Conflict of Interest: None

DOI: 10.4103/ATMPH.ATMPH_328_17

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Introduction: Understanding the branding aspects of health care and its application and development strategies is undoubtedly necessary for hospitals to achieve optimal marketing. The purpose of the present paper was to systematically review healthcare branding factors, the results of which can be useful in the understanding of these factors and improving the healthcare services. Materials and Methods: The present systematic review was conducted in 2017. Research related to branding in the field of healthcare services was searched using valid keywords, including hospital, medical service, and healthcare combined with keywords such as brand and brand building and through various databases (e. g., Google Scholar, Scopus, PubMed, and Web of Sciences). Using a check list, analytical studies (SCORB) were evaluated qualitatively. Endnote X6 was applied to arrange and evaluate abstract titles and to remove duplicate abstracts. Results: A total of 54 papers were selected for the systematic review. The results were classified and reported based on three categories, including dimension, process/strategies, and results/benefits. The most important brand building dimension was brand equity, the most important process was stabilization of brand positioning, and the most important result was development of optimal marketing. Moreover, some of the results suggested the effect of branding on financial and clinical performance of hospitals. Conclusion: The concept of brand building in healthcare services is an emerging phenomenon, and most of the healthcare organizations have limited experience in building brand strategies and developing their services. In this regard, it is necessary for hospitals to identify comprehensively the dimensions, processes, and results of optimal branding in healthcare services and use them for planning, implementation, and management.

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