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The branding process for healthcare centers: Operational strategies from consumer’s identification to market development

ABSTRACT Medical centers need branding approach to improve their position in patients’ minds. This study was carried out using mixed method. The participants included main experts, hospital managers and headquarters of the Ministry of Health. The data collection tool was a semi-structured interview and a researcher-made questionnaire. Branding process was conceptualized in 5steps, including Market Identification, Brand Identity, Brand Positioning, Development and Consolidation Strategy. All path coefficients were defined in the range. The results of the indices showed that the fit was good and the final model was valid. The activities of Medical centers should be based on the identification of the target market. Unique services with new knowledge and equipment and experienced clinical staff to meet patients’ needs with appropriate price and quality have to be provided.