A research on patients' perception of corporate identity applications in hospitals

iiABSTRACTThere is an intense competition between medical enterprises especially due tothe increase in the number of private hospitals in recent years. The most importantobjectives of hospitals are to increase the brand value, to establish a good image, togain success in communication with the society and with the personnel, and thus toincrease their market share. The corporate identity research has become an importantinstrument for hospitals to realize the said objectives as it is a multidirectional effortembracing corporate philosophy, corporate behavior, visual identity, corporatedesign, corporate culture, and corporate image.The target of the research is to measure how it is perceived by patients andhospitals and to find out the deficiencies of hospitals as regards to the corporateidentity endeavor. As a data gathering method, the public survey technique has beenutilized in the research. The survey form prepared in order to determine the patients?perception of corporate identity has been applied to patients living in Ankara in thehospitals where they have been treated. The scope of the research is accepted tocover the potential patients living in Ankara. 400 public surveys have been applied inresearch Then, the findings out of this work have been assessed by performingfrequency analysis, ANOVA, chi-square and T tests and been formed into tables.According to the results of the research, the patients see the corporate identityof state hospitals as weak in outside appearance, environmental design, logo, slogan,web page, and color aspects. While private and university hospitals are regarded assuccessful in same aspects they still have deficiencies in some areas. Hospitals haveto work in the framework of the criteria where they are unsuccessful and provide ahigh level satisfaction for their patients.