The Relationship Between Branding and Performance Indicators (Qa'em Hospital of Mashahd City; 2008)



Delpasand M¹ ; Shahabi M² ; Hedayati A⁴ ; Nafisi A⁵ Show Affiliations
Source: Life Science Journal Published:2013

Abstract

Introduction: Personality of a brand is known as the core and the closest variable in customer's decision to choose. Branding is a new phenomenon in the sector of health care services. This study aims to determine the relationship between branding and performance in Qa'em hospital of Mashhad city. Study Method: The type of this study is correlation - cross sectional and has been carried out in the second half of 2008. Data on the created hotelling brands were collected by attending the hospital, interviewing authorities, observing the changes in study place, and studying performance indicators with the help of the statistics center of hospital and by studying the gathered materials. The data were analyzed using statistical software SPSS12 and Paires-Sample T-Test. Findings: No significant statistical relation was observed between branding and the mean value of variations in the number of patients (p= 0.453). There were significant statistical relations between the performed hotelling branding and variations in the mean value of bed occupancy percent (p= 0.000), bed circulation (p= 0.016), and emptiness ratio (p= 0.012). Discussion: Branding is effective in the improvement of hospital performance in the competitive environments in which they seek to attract selective patients.