Institutional subject and management in health care

INSTITUTIONAL SUBJECT AND MANAGEMENT IN HEALTH CARE The importance of corporate reputation has begun to gain even more importance in the era we are in terms of institutions. Proper use and profitability of contemporary marketing techniques and strategies is not sufficient for corporations. Institutions have begun to pursue different quests and studies in the name of continuity and continuity by making plans for the future. Creating and maintaining corporate reputation is one of them. The perceptions and impressions that consumers have in their minds are very important besides the services and brands they offer for institutions. Because only a positive impression and a coherent and fair corporate policy can take place. In the period when the consumers are highly conscious, not only certain products and services are expected from the institutions but also considering the approach of the institutions to the public problems and the importance given to the detainees, stakeholders and employees, the consumers' perception and the reputation that they make in the whole social environment. The reputation scale developed by Haris and Fombrun assesses the different components of the reputation of institutions. By examining the product quality, vision, corporate identity and image of the institutions, the effect of the employees on the institution and the efficiency of the corporations, it investigates how the institution is reflected to the external masses and how they are perceived by the masses. In this respect, every department and value of the institution is examined and the accidents are not only institutional reputation level but institution performance. The main purpose of this study is to determine the level of institutional reputation and to measure how it is perceived in healthcare institutions which is one of the most important fields in our lives. For this reason, the Florence Nightingale-Caglayan hospital was determined as an example and quantified by quantitative and qualitative research method in order to clarify our work more clearly. Keywords: Corporate Reputation, Corporate Communication, Reputation Coefficient, Reputation in Health Field.