ABOUT THE IMPORTANCE OF BRAND AND IMAGE IN THE MARKETING OF A MEDICAL ORGANIZATION

DOI: 10.36871/ek.up.p.r.2021.11.01.013
UDC 339.13

Authors

Svetlana S. Kolesnikova
Marina A. Vasilenko
Rostov State Medical of the Ministry University of Health of the Russian Federation, Rostov-on-Don, Russia

Abstract

The brand of the doctor and the image of the medical organization are consistently consid-ered and their mutual influence on each other in marketing and in the process of providing medical services to patients is justified. It explains the emergence of a personal brand; the need for a doctor to be visible in the media space; the components of a doctor's personal brand; tools for its development and promotion. To de-termine the image strategy, the subjects, objects and goals of the image are analyzed. To determine the tactics, marketing actions are developed according to the program for creating a positive image of a medical organization.

Keywords

role, personality, production, brand, doctor, personal characteristic, specialist, image, medi-cal organization, specifics, image policy, medicine, tool.