Branding, image and total quality management in private hospitals (Evaluation in terms of institutionalization process and customer satisfaction preferences)

In recent years, important developments have been observed in health sector together with the technological and economical developments, increased level of welfare and education, rapid progression in communication and transport services. Together with the competitive environment introduced by the private hospitals within the health sector, the health institutions and the offered services have become varied together with the technological opportunities developing in each passing day. At this point, the health institutions creating differences in presentation of the same service, becoming brand by presenting services which produce a good and reliable image, enablinh continuity in the quality of the presented service, giving importance to total quality management in health sector, have continued their developments despite the increased competition. The increased competition and the conditions becoming difficult in the health sector have enabled the hospitals which give importance to branding and image, total quality management, customer satisfaction, institutionalization and professional health management and marketing activities to survive. In addition to national market, together with the concept of medical tourism, the portion of the private hospitals which had continued their activities by considering the competition conditions in the global market, have increased. The changes in management approach have also caused change in several factors that affect the success of hospitals at the same time. These have affected many factors ranging from professionalizing of the management to quality and culture of the institution to institutionalization. Institutionization approach has also become an important issue for private hospitals. At the present time, the concept of manager has also changed and a need of professional managers has emerged for the private hospitals which try to cope with the requirements of the century, which try to be differentiated and to have voice in competition. Key Words :Branding in health services, image, total qualitymanagement, customer satisfaction