An application on the relationship between brand image and promotion mix elements used in healh services

In our country, the number and quality of organizations serving in the health sector is increasing rapidly. In a market where competition is increasing, health organizations must be able to respond to their demands in a timely manner by being more sensitive to the wishes and needs of customers. At this point, it is of critical importance to create brand image and brand loyalty in order to create and maintain competitive superiority and develop trust based relationships. When the researches conducted in the field of marketing of health services in the literature are examined, it has been observed that the potential relationship between brand image and brand loyalty is not much included. Therefore in this research, it was aimed to determine the relationship between brand image and brand loyalty (intention to buy in the future) by determining the relationship between the brand image and promotional activities carried out by health institutions. The study was carried out on patients who applied to private hospitals in Adana city center. The data were collected by face-to-face interview technique and the obtained information was explained with the help of SPSS. As a result of the research, the most important promotion tools that are related to the brand image of health institutions; social media, campaigns, word of mouth communication, web and communication with employees has emerged. However, there is no significant relationship between brand image and printed media. As a result, there is a significant and positive relationship between brand image and brand loyalty.