Brand, branding and brand loyalty in healthcare institution

Brand loyalty is the useful technique for the institution in competition area. Brand loyaltymeans provides loyal customer to the the institution. Today's healthcare institutions and organizations observed the loyal customer consist of this are. Academic research carried out earlier than was done in the service sector bank and hospitality. In this sense, in the health sector are the issues that should be investigated on branding and brand loyalty issues. The aim of the study is research brand, brand loyalty and marketing in the health institutions and organizations. There is some effect to create brand loyalty. Those are social-economic reasons, feeling of have an status, trust and belonging feeling to institution, realtionship between patients, nurses and doctors, physical evidence which is building, equipment, brand perceptions of customer to chain institution. Because of increasing specialization and customer satisfaction is effect formation of brand loyalty in healthcare institution. The implementation of sustainable quality improvement program, the establishment of public relations department and provides services to patients' rights office is proof that consumer-oriented services.