A content analysis on the process of branding in hospitals

Nowadays, branding is becoming very important for businesses in terms of sustaining their lives in competitive market conditions. Since private hospitals are also a business, it is important that they follow branding processes and fulfill the steps in this process. In this context, private hospitals need to differentiate from their competitors and try to come forward. On the road to creating a hospital brand, it is important that private hospitals take into account customer satisfaction, measure and carry service quality, differentiate from other hospitals, and follow a specific branding strategy. In this study, the branding process of hospitals was discussed and it was aimed to determine the tendencies that hospitals should follow during the branding process. In this context, 5 private hospitals serving in Istanbul province were interviewed and their tendencies in branding processes were analyzed. As a result of the study, it was concluded that private hospitals followed a strategy according to their scales in the branding process and applied the prominent methods given in the literature. In this context, it was concluded that hospitals participating in the study gave importance to branding and tried to use the current methods.