Brand image affects Patient Experience
For patients, the reputation of hospitals is becoming an increasingly crucial factor in their decisions about where to go for medical treatment. Researchers are looking at the link between hospital brand image and several aspects of patient experience and loyalty.
Many private hospitals have shown that patient loyalty is influenced both directly and indirectly by a hospital’s brand image. It indicates that a strong hospital brand image not only boosts patient loyalty directly, but it also enhances patient experience via the enhancement of perceived service quality, which in turn raises the re-visit intention of patients. A hospital’s reputation for providing high-quality care, an enjoyable patient experience, and customer loyalty are all shaped by its brand image. Results show that patient loyalty is driven by the brand image of a hospital, and the road from service quality to patient happiness is a significant one. That’s why research shows that hospital administrators should aim for a favorable hospital brand image in order to improve service quality, patient experience, and brand loyalty.
The manner in which a patient interacts with your digital world might be either pleasurable and beneficial or mind-numbing. When websites display outdated legacy logos, or when some websites use the old logo while others use the new logo, patients may get confused, and authorities may issue a warning.
Research demonstrates that although a hospital’s reputation for providing high-quality care matters initially, it is not sufficient to sustain a strong brand image and customer loyalty. Hospital administrators need to develop a clear strategy to establish their hospitals as offering a good experience, which results in higher patient loyalty through a more enjoyable patient experience. Brand image is an important factor that affects customer loyalty. However, it may sometimes be overrated as an indicator of quality. Brand image is only one of many important factors affecting customer loyalty, which must be taken into account when evaluating the quality of a hospital’s overall experience.
“This research shows that although a hospital’s reputation for providing high-quality care matters initially, it is not sufficient to sustain a strong brand image and customer loyalty.”
“Brand image is an important factor that affects patient loyalty. However, it may sometimes be overrated as an indicator of quality.” “Brand image is only one of many important factors affecting customer loyalty, which must be taken into account when evaluating the quality of a hospital’s overall experience.”
The hospital brand and patient experience are associated with each other in direct and indirect ways. The results suggest that the positive effects of patient experience on hospital brand may be partly due to the ‘back-casting’ effect (i.e., patients affected by positive aspects of a brand’s reputation may be more likely to visit a similar type of institution). A future study investigating this possibility could have implications for service development efforts in private hospitals.
source: https://www.linkedin.com/pulse/brand-image-affects-patient-experience-dr-rehan-altaji/
