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Image development for health care firms
1Department of Pharmacy Administration, University of Mississippi.
Medical Interface
|December 9, 1993
Summary
This study explores how healthcare organizations build their public image. It offers a framework for understanding corporate image development and strategies for improvement.
Area of Science:
- Healthcare Management
- Organizational Behavior
- Marketing
Background:
- Understanding corporate image is crucial for healthcare organizations.
- Patients, employees, and the public form perceptions of healthcare providers.
- A strong organizational image impacts patient trust and organizational success.
Purpose of the Study:
- To present a framework for analyzing healthcare corporate image development.
- To identify factors influencing the formation of a healthcare organization's image.
- To provide strategies for enhancing corporate image and positioning as community leaders.
Main Methods:
- Conceptual framework development.
- Analysis of market, corporate, and professional influences on image.
- Review of strategies for image enhancement.
Main Results:
- Corporate image is shaped by marketplace dynamics, internal corporate factors, and professional standards.
- Specific strategies can help identify and cultivate a community leader image.
- Proactive positioning is key for improving corporate reputation.
Conclusions:
- Healthcare organizations must strategically manage their image.
- A multi-faceted approach considering market, corporate, and professional elements is essential.
- Developing a strong corporate image can lead to market leadership and improved stakeholder relations.