Public and private hospitals-based consumer brands on the basis of the value analysis; Example Elazığ

With the recent health reforms in our country, the increase in number of hospitals and elimination of the distinction between public and private hospitals, the regulations that provide individuals with health treatment in private hospitals through public health guarantees have increased the competition between hospitals and the hospitals which meet customer expectations better have been preferred more than their competitors. With the health reform experienced in our country, patient satisfaction has come to the forefront and health care institutions have made innovation investments by focusing on patient satisfaction, patient satisfaction, patient awareness, etc. in order to reach their target profitability and to maintain their assets. It has become obligatory in terms of service quality for the hospitals to meet emotional, aesthetic needs etc. of the patients who are not satisfied with basic medical needs. The concept of quality in health services brings patient satisfaction, and patient satisfaction level leads to brand and branding concepts. Branding in healthcare institutions establishes strong relationships with patients over time and this leads to an increase in brand value in the long-term. The fact that health service providers including doctors, nurses, health carers etc. establish warm relationships with the patients and approach them with kindness increase the patients' trust in the hospitals and this sense of trust reveals brand value for the institutions of health. Brand value cannot be evaluated by only patient satisfaction, but also with the concepts of pricing strategies, service delivery agents, the promotion options of the hospitals, the availability of services to the patients, the physical environment where the health service is offered, and various distinguishing identities that are established in the patients' consciousness.