THE ROLE OF BRANDING OF A MEDICAL INSTITUTION IN THE CONTEXT OF DIGITALIZATION OF HEALTHCARE

Renat K. Yunisov () and Anna Tsvetkova ()
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Renat K. Yunisov: Plekhanov Russian university of economics
Anna Tsvetkova: Plekhanov Russian university of economics

Annals of marketing-mba, 2019, vol. 4

Abstract: The main aspects of the development of branding of medical institutions in the conditions of digitalization of the health care system. The brand helps the consumer to choose the place of medical service, being a kind of guarantee of quality of treatment. The analysis revealed the main approaches to branding, as well as the existing problems of its promotion in digital communications.

Keywords: medical institutions; branding; promotion of medical services; digital economy. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:mmb:journl:articl_v4_34_19

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