Hospital branding in Italy: A pilot study based on the case method

Area of Science:

• Healthcare Management
• Marketing and Communication

Background:

• Corporate brand communication is increasingly vital in healthcare.
• Understanding how hospitals manage their brand is crucial for stakeholder engagement.

Purpose of the Study:

• To investigate the current practices of corporate brand communication in Italian hospitals.
• To provide insights into hospital branding within mixed public-private healthcare systems.

Main Methods:

• Qualitative research methodology.
• Case study approach as a pilot investigation.

Main Results:

• The study offers initial insights into how Italian hospitals are managing corporate brand communication.
• Identifies the role of corporate branding in connecting healthcare professionals with audiences.

Conclusions:

• This pilot study serves as a foundation for future research on hospital branding.
• Findings are valuable for managers and practitioners in navigating hospital communication strategies.