Volume 27, Issue 1 (10-2024)
jha 2024, 27(1): 40-54 |
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Pahlevani E, Asadi A, Zaboli R. Designing a branding model for the hospital in the digital era: a grounded theory. jha 2024; 27 (1) :40-54
URL: http://jha.iums.ac.ir/article-1-4546-en.html
URL: http://jha.iums.ac.ir/article-1-4546-en.html
1- Department of Business Management, Faculty of Economics and Management, Science and Research Branch, Islamic Azad University, Tehran
2- Department of Marketing Management, Varamin-Pishva Branch, Islamic Azad University, Varamin
3- Department of Health Administration, Faculty of Health, Baqiyatallah University of Medical Sciences, Tehran ,rouhollah.zaboli@gmail.com
2- Department of Marketing Management, Varamin-Pishva Branch, Islamic Azad University, Varamin
3- Department of Health Administration, Faculty of Health, Baqiyatallah University of Medical Sciences, Tehran ,
Abstract: (136 Views)
Introduction: The integration of digital technologies in health marketing has changed the way hospitals communicate with patients. This study aimed to design a branding model for Iranian hospitals in the digital era.
Methods: This qualitative study was conducted using grounded theory method in 2023. Targeted and theoretical sampling was applied to select the participants. The saturation limit in this study was 15 people. Data was collected using in-depth qualitative interviews. Based on Strauss and Corbin's method, all qualitative interviews were implemented and then analyzed using constant comparative analysis in three stages of open coding, axial coding, and selective coding. Using the axial coding paradigms of antecedents, interventions, and consequences were classified, and finally, the central category was selected and the final model was presented. Data were analyzed using ATLAS.ti version 9.
Results: Finally, 413 primary codes were extracted from the interviews and categorized into 13 main sub-categories and three core categories. The conditions paradigms were including the digital platforms, continuous presence, support, and patient's culture. The categories of interventions included health communication, therapeutic functions, continuous training, responding to non-therapeutic needs, health literacy and promotion of care, content marketing, personal branding, and finally, the consequences included the internationalization, the people-centeredness hospitals, responsiveness, creating value for stakeholders, trust, loyalty, and patronage.
Conclusion: The development of digital branding in hospitals inside the country, along with the development of medical tourism, leads to the acceptance of international patients, the commitment and loyalty of patients to the country's hospitals, and increases the value for the beneficiaries and the hospital system.
Methods: This qualitative study was conducted using grounded theory method in 2023. Targeted and theoretical sampling was applied to select the participants. The saturation limit in this study was 15 people. Data was collected using in-depth qualitative interviews. Based on Strauss and Corbin's method, all qualitative interviews were implemented and then analyzed using constant comparative analysis in three stages of open coding, axial coding, and selective coding. Using the axial coding paradigms of antecedents, interventions, and consequences were classified, and finally, the central category was selected and the final model was presented. Data were analyzed using ATLAS.ti version 9.
Results: Finally, 413 primary codes were extracted from the interviews and categorized into 13 main sub-categories and three core categories. The conditions paradigms were including the digital platforms, continuous presence, support, and patient's culture. The categories of interventions included health communication, therapeutic functions, continuous training, responding to non-therapeutic needs, health literacy and promotion of care, content marketing, personal branding, and finally, the consequences included the internationalization, the people-centeredness hospitals, responsiveness, creating value for stakeholders, trust, loyalty, and patronage.
Conclusion: The development of digital branding in hospitals inside the country, along with the development of medical tourism, leads to the acceptance of international patients, the commitment and loyalty of patients to the country's hospitals, and increases the value for the beneficiaries and the hospital system.
Type of Study: Research |
Subject:
Health Services Management
Received: 2024/03/24 | Accepted: 2024/06/18 | Published: 2024/12/13
Received: 2024/03/24 | Accepted: 2024/06/18 | Published: 2024/12/13
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