Brand Authenticity in Healthcare: conceptualizing authenticity in the private hospital market [abstract]

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Abstract

Purpose: This study aims to explore hospital patients and healthcare professionals beliefs and perceptions on service quality and customer experience and identify elements that contribute to brand authenticity in healthcare.

Design/Methodology/Approach: A qualitative study was conducted in 2 private hospitals. A total of 32 healthcare professionals (16 doctors and 16 nurses) were interviewed and 43 patients participated in focus groups discussions. Data were analyzed using qualitative content analysis.

Findings: With similar offers in terms of access and quality in the public and private healthcare sector, the empowered consumer navigates in a complex service industry, full of uncertainty when choosing a provider. Authenticity stood out as a distinctive characteristic of healthcare brands and new dimensions of the construct were determined.

Implications: Brands play a new role in healthcare relationships as they contribute to increase trust and help consumers to make their decisions. This research is the base for future research to understand its effects over hospital-patient relationship variables and consequently over business value.

Originality/Value: There is an opportunity for private hospitals to craft authenticity as a unique characteristic of their brand and service delivery. The perceived risk of lower customer service in the public sector, the increase access through private insurance and probably other variables such as access to information and patient empowerment have an impact on the emergence of authenticity as a strategic asset for consumer-brand relationships in healthcare.
Original languageEnglish
Title of host publication3rd International Consumer Brand Relationship Colloquium Proceeding
PublisherRollins College
Pages1-32
Number of pages32
Publication statusPublished - Sept 2013
Event3rd International Consumer Brand Relationship Conference - Rollins College, Winter Park, United States
Duration: 26 Sept 201328 Sept 2013
Conference number: 3
https://www.consumerbrandrelationships.com/cbr2013.php

Conference

Conference3rd International Consumer Brand Relationship Conference
Abbreviated title3rd ICBR
Country/TerritoryUnited States
CityWinter Park
Period26/09/1328/09/13
Internet address

Keywords

  • Brand Authenticity
  • patient-brand relationship
  • hospital brand management

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