The Role of Social Communications in Private Medical Clinic Brand Management During the Covid-19 Pandemic
- DOI
- 10.2991/assehr.k.220106.029How to use a DOI?
- Keywords
- brand management; social communication; brand recognition; market healthcare services; COVID-19
- Abstract
Assessing the effectiveness of branding is an important task for business, as it allows you to identify the key tools for increasing the company’s competitiveness in the market. In times of social distance and limited contacts, the role of social communications for the interaction of a brand with its consumers increases. The article analyzes various approaches to assessing the effectiveness of brand management. A correlation-regression model for assessing the effectiveness of brand management of private medical clinics is proposed. The value of the market share was chosen as an indicator of branding efficiency, as an indicator reflecting the most important results of the company’s activities, the level of dominance of the enterprise in the market. As factors influencing the effectiveness of brand management, indicators of the level of brand awareness were selected: “Top-of-mind”, “Spontaneous awareness”, “Induced awareness”. The hypothesis that brand awareness of a medical clinic affects the size of a company’s share in the private medical services market has been tested and confirmed. Based on the results of the study, recommendations were formulated on the choice of social communications that have the greatest impact on the formation of awareness and the effectiveness of brand management in the context of the COVID-19 pandemic.
- Copyright
- © 2022 The Authors. Published by Atlantis Press SARL.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Natalia Izakova AU - Tatyana Solosichenco AU - Ivan Vozmilov AU - Olga Popova PY - 2022 DA - 2022/01/18 TI - The Role of Social Communications in Private Medical Clinic Brand Management During the Covid-19 Pandemic BT - Proceedings of the International Scientific and Practical Conference "Sustainable development of environment after Covid-19" (SDEC 2021) PB - Atlantis Press SP - 164 EP - 168 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.220106.029 DO - 10.2991/assehr.k.220106.029 ID - Izakova2022 ER -