Corporate identity investigations in healthcare organizations

The target group of healthcare organizations is the patients or their relatives and in general they have an intense mood. It is important that accessing the information easily by current target audience and directing them accurately. In today's world where options and target audience expectations are enhancing, the importance given by health institutions to corporate identity has increased. Increasing the potential of health tourism enhances this importance. Corporate image is one of the reasons why hospitals are preferred. Since there is not a source that researched the issue of corporate identity in healthcare organizations from a design point of view; it is aimed to create a resource for literature, designers and managers. Furthermore, it is aimed to prevent the wrong design and negative factors. In the study, the effect of corporate identity on healthcare organizations on elections and perception of consumers were investigated by the survey method applied on 800 individuals. As a result of this research 73.9% of respondents think that the development of the corporate identity in hospitals has positive effects on medical tourism in Turkey. 55.9% of them were stated that they paid attention and remembered the hospital logos. The typography in the logo and easy-to-pronounce hospital names provide the hospital to be remembered with a rate of 64.6%. It is thought that the color of the institution at 53.2% makes it easy to remember and distinguish. Color selection according to the expertise of the hospital was found to be important wit a rate of 83%. 49,6% of the consumers were evoking the feeling of blood and pain with the use of red color in dental hospitals and women's hospitals. Clear, legible and remarkable orientation designs are preferred by 83%. Hospital websites are used at 60% for appointment and information. The brochure, billboard, hospital advertisements in newspapers and magazines are effective in the elections of the target audience. In conclusion, it was observed that the corporate identity in health institutions had an impact on the preferences of the target group and the important points are revealed that should be considered regarding corporate identity design of the health institutions with this research.