Tsvetkova A.B., Shishkin A.V.Published in:
Russian Journal of Entrepreneurship
– Volume 19, Number 11 (November 2018)

JEL classification: D11, D12, I10, I11

Keywords: communication with patients, consumers of medical services, image, medical institution reputation, parameters of choice of medical institution


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Abstract:

Every company has a reputation, and failure to recognize this can lead to lower revenues and loss to competitors. Competent management of a medical institution must necessarily include a serious attitude to the creation, development and strengthening of its reputation. The medical institution should understand what reputation it has and plan what it would like to have in the future. Then there is a basis for reputation management, you only need to determine the list of funds. A good reputation is built on good relationships with patients, and they, in turn, are formed through communication. The research of foreign scientists on the influence of corporate reputation on the choice of the consumer of medical services, what its parameters are evaluated by customers. Own research of an assessment by consumers of reputation of medical institution at the decision on acquisition of services and sources of information on it is carried out. Medical institutions that want to have a good reputation should improve its elements. Among them are important parameters such as quality of management, level of service, financial position, corporate social responsibility, good communication between employees and patients.

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