ORGANIZATION OF THE CORPORATE STYLE OF THE MEDICAL INSTITUTION: FUNCTIONS AND COMPONENTS

Олександр Петрович Крупський, Юлія Михайлівна Стасюк

Abstract


Today's realities require medical institutions to take more careful account of intangible factors that make up an irreplaceable component of cultural characteristics. Changes in the socio-economic conditions of economic activity have led to increased attention of the management of medical institutions to the need to form a corporate style that will provide additional competitive advantages. The purpose of the study is to identify the functions and elements of the corporate style of a medical institution and its subdivisions, to find out its impact on the collective consciousness and behavior of consumers of medical services and to establish requirements for its development. The methodological basis of the study is modern research on the formation of corporate style and its impact on the reputation and successful development of organizations. The main hypothesis of the study is the assumption that corporate style influences the level of recognition and authority of a medical institution. Summary of the main research material. It is proved that an authentic, working corporate style for a modern medical institution is a necessary element of its organizational culture. It is determined that the corporate style contributes to creating a positive image of a medical institution in the eyes of consumers; allows distinguishing a medical institution from other medical institutions with a similar range of services; strengthens the organizational spirit of medical staff; increases the effectiveness of advertising; and creates a favorable image of a medical institution. The originality and practical significance of the study lies in the fact that a comparative analysis of the elements of corporate style of city clinical hospitals in Dnipro, which are clearly implemented on the official pages on the Internet, was carried out. Conclusions and prospects for further research. The conducted research has made it possible to state that the considered medical institutions of the city of Dnipro do not pay the necessary attention to the formation of their own corporate style. Sporadic initiatives and events create the appearance of the existence of a corporate style of a medical institution, but do not ensure the existence of such a corporate style that would work to increase the recognition and authority of a medical institution

Keywords


corporate style, medical institutions, logo, corporate slogan, letterhead, company legends, corporate colors, brand book

References


Bovkun, H. O., & Konovalenko, A. S. (2019). Skladovi aydentyky brendu u formuvanni konkurentnykh perevah [Components of brand identities in the formation of competitive advantages]. URL: https://core.ac.uk/download/pdf/196144993.pdf. [in Ukrainian]

Volpret M. V, Shmadchenko P. V, Zhykhor O. B. (2022) Analiz ta napri-amy vdoskonalennia firmovoho styliu restoranu «Nasha dacha» [Analysis and directions of improvement of the corpo-rate style of the restaurant “Nasha da-cha”]. Scientific Bulletin of Uzhhorod University, Series “Economics”, 1(59), 73-78. https://doi.org/10.24144/2409-6857.2022.1(59).73-78. [in Ukrainian]

Zakon Ukrayiny «Pro derzhavni finansovi harantiyi medychnoho obsluhovuvannya naselennya» vid 19.10.2017 № 2168-VIII. [Law of Ukraine "On State Financial Guarantees of Medical Services of the Population" dated October 19, 2017 No. 2168-VIII.] URL: https://zakon.rada.gov.ua/laws/show/2168-19#Text. [in Ukrainian]

Ilyina, O. V., Boiar, L. P., Tkachuk, T. V. (2017). Tourist brand as an instrument of the Ukraine’s image and tourist opportunities improvement. Scientific Bulletin of KSU Series Geographical Sciences, (7), 185-191. [in Ukrainian]

Krupskyi, O. (2008). Ekspress-diagnostika loyal'nosti personala [Ex-press diagnostics of personnel loyalty]. Handbook of personnel management, (1), 56-63. URL: https://hrliga.com/index.php?module=news&op=view&id=5514.

Naumenko, G. (2020). Formation of a healthy corporate culture in a medical organization. Psychosomatic Medicine and General Practice, 5(1), e0501230. https://doi.org/10.26766/pmgp.v5i1.230. [in Ukrainian].

Smirnova, T. (2013). Petrykivka as part of the branding of the region. The Bulletin of the Dnipropetrovsk University. Series: Management of Innovations, 21(2), 32-35. https://doi.org/10.15421/191305. [in Ukrainian]

Facebook page of the municipal non-profit enterprise “City Clinical Hospital 11” DCC. URL: https://www.facebook.com/KZgmkl11/.

Facebook page of the municipal non-profit enterprise “City Clinical Hospital 16” DCC. URL: https://www.facebook.com/profile.php?id=100057611139594.

Facebook page of the municipal non-profit enterprise “City Clinical Hospital 21” DCC. URL: https://www.facebook.com/21hospital/.

Facebook page of the municipal non-profit enterprise “City Clinical Hospital 4” DCC. URL: https://www.facebook.com/dmbkl4/.

Facebook page of the municipal non-profit enterprise “City Clinical Hospital 6” DCC. URL: https://www.facebook.com/mkl6dmr.

Facebook page of the municipal non-profit enterprise “City Clinical Hospital 8” DCC. URL: https://www.facebook.com/mkl8dmr

Facebook page of the municipal non-profit enterprise “City Clinical Hospital 9” DCC. URL: https://www.facebook.com/bolnica9/.

Tykhomyrova, Ye. (2013). Korporatyvni komunikatsiyi [Corporate communica-tions]. Lutsk: FOP Zakharchuk V.M. URL: https://evnuir.vnu.edu.ua/handle/123456789/2490. [in Ukrainian]

Shuldyk, A. (2017) Typy korporatyvnoyi kulʹtury v medychnykh orhanizatsiyakh [Types of corporate culturein medical or-ganizations]. Legal bulletin of «KROK» University, (27), 163-168. URL: https://dspace.udpu.edu.ua/bitstream/6789/9852/1/KROK.pdf. [in Ukrainian]

Anwar, S. T. (2015). Company slogans, morphological issues, and corporate communications. Corporate Communications: An International Journal, 20(3), 360–374. https://doi.org/10.1108/ccij-09-2013-0056.

Balmer, J. M. T. (2015). Corporate identity, corporate identity scholarship and Wally Olins (1930-2014). Corporate Communications: An International Journal, 20(1), 4–10. https://doi.org/10.1108/ccij-08-2014-0052.

Balmer, J. M., & Burghausen, M. (2015). Corporate heritage, corporate heritage brands and organisational heritage. Journal of Brand Management, 22(5), 361-364.

Birkight, K., & Stadler, M. M. (1980 ed.). Corporate Identity, Grundlagen, Funktionen, Fallspielen. Verlag Moderne Industrie, Landsberg an Lech.

Connell, R. (2019). The good university: What universities actually do and why it’s time for radical change. Bloomsbury Publishing.

Davies, A. (2016). Best practice in corporate governance: Building reputation and sustainable success. Routledge. https://doi.org/10.4324/9781315569086.

Edeh, F. O., Zayed, N. M., Darwish, S., Nitsenko, V., Hanechko, I., & Islam, K. A. (2023). Impression Management and Employee Contextual Performance in Service Organizations (Enterprises). Emerging Science Journal, 7(2), 366-384. http://dx.doi.org/10.28991/ESJ-2023-07-02-05.

Flood, A. B. (1994). The impact of organizational and managerial factors on the quality of care in health care organizations. Medical Care Review, 51(4), 381-428. https://doi.org/10.1177/107755879405100402.

Fombrun, C. J. (1996). Reputation: Realising value from the corporate image. Boston, Massachusetts, Harvard Business School Press.

Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S. (2021). The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust. Sustainable Production and Consumption, 25, 123-135. https://doi.org/10.1016/j.spc.2020.07.019.

Krupskyi, O. P., Stasiuk, Y. M., Hromtseva, O. V., & Lubenets, N. V. (2022). The Influence of Emotional Labor of Family Doctors on their Well-Being and Job Satisfaction. European Journal of Management Issues, 30(4), 215-223. https://doi.org/10.15421/192218. [in Ukrainian].

Leong, V. S., Hj Ahady, D. M., & Muhamad, N. (2022). Corporate image as an enabler of customer retention. International Journal of Quality and Service Sciences, 14(3), 486-503. https://doi.org/10.1108/IJQSS-08-2021-0115.

Margulies, W. (1977). Make the most of your corporate identity. Harvard Business Review, 55(4), 66-72.

Olins, W. (1978). The Corporate Personality: An Inquiry into the Nature of Corporate Identity. Design Council, London.

Özkan, P., Süer, S., Keser, İ. K., & Kocakoç, İ. D. (2020). The effect of service quality and customer satisfaction on customer loyalty: The mediation of perceived value of services, corporate image, and corporate reputation. International Journal of Bank Marketing, 38(2), 384-405. https://doi.org/10.1108/IJBM-03-2019-0096.

Ramanantsoa, B., & Thiery-Basle, C. (1989). Histoire et identité de l’entreprise. Revue française de gestion, (72), 107-111.

Ramesh, K., Saha, R., Goswami, S., & Dahiya, R. (2019). Consumer's response to CSR activities: Mediating role of brand image and brand attitude. Corporate Social Responsibility and Environmental Management, 26(2), 377-387. https://doi.org/10.1002/csr.1689.

Schmidt-Wilk, J., Alexander, C. N., & Swanson, G. C. (1996). Developing consciousness in organizations: The transcendental meditation program in business. Journal of Business and Psychology, 10, 429-444. https://doi.org/10.1007/BF02251779.

Schmitt, B. H., Simonson, A., & Marcus, J. (1995). Managing corporate image and identity. Long range planning, 28(5), 82-92. https://doi.org/10.1016/0024-6301(95)00040-P.

Selame, E., & Selame, J. (1975). Developing a corporate identity: How to stand out in the crowd. Chain Store Publishing Corporation. New York, NY.

Shehzadi, S., Nisar, Q. A., Hussain, M. S., Basheer, M. F., Hameed, W. U., & Chaudhry, N. I. (2021). The role of digital learning toward students' satisfaction and university brand image at educational institutes of Pakistan: a post-effect of COVID-19. Asian Education and Development Studies, 10(2), 276-294. https://doi.org/10.1108/AEDS-04-2020-0063.

Shipps, D. (2006). School reform, corporate style: Chicago, 1880-2000. Studies in Government & Public.

Wiedmann, K. P. (1988). Corporate Identity als Unternehmensstrategie. Wirtschaftswissenschaftliches Studium, 17(5), 236-242




DOI: https://doi.org/10.32620/cher.2023.1.11

Refbacks

  • There are currently no refbacks.