Brand orientation as a marketing perspective for primary healthcare organizations

Auteurs Harald Pol, Eveline van der Herberg, Di-Janne Barten, Judith Tielen, Gerrita van der Veen
Gepubliceerd in International Journal of Healthcare Management
Publicatiedatum 2023
Lectoraat Marketing & Customer Experience
Soort publicatie Artikel

Samenvatting

Recent marketing literature suggests that brand orientation is an alternative concept for the public health because it is believed to address the shortcomings of market orientation. Brand orientation is specifically of interest to the sector of healthcare, due to the complex nature of the sector. The purpose of the study described in this paper was to find out what the possibilities are of brand orientation for local healthcare providers. The study shows that brand orientation is relevant for physical therapy primary healthcare organizations (PTPHOs), but is not always adopted effectively. PTPHOs are strongly focused on the patient as the only stakeholder. A more powerful option would be to choose a brand positioning strategy for all relevant stakeholders. PTPHOs have to design integrated marketing activities to encourage consumers directly to use our products/services, and to encourage suppliers, distributors, and other key stakeholders to promote our products/services to consumers. In order to safeguard their role and position in the context of community care for the future, the PTPHO is challenged to become more active and more visible, and must collaborate more with other (healthcare) professionals in the community, broaden their services, and focus more on the (future) needs of the citizen.

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Taal Engels
Gepubliceerd in International Journal of Healthcare Management
Trefwoorden merken, brand orientation, healthcare, physiotherapy
Digital Object Identifier 10.1080/20479700.2023.2248373

Harald Pol