The Influence of a Doctor's Personal Brand on the Corporate Image of a Medical Organization
Keywords:
doctor’s personal brand, trust, patient behaviour, corporate image, medical marketing, digital healthcareAbstract
This article presents an analysis of the impact of a doctor’s personal brand on the corporate image of a healthcare organisation. The study takes the form of a systematic review and analytical synthesis of academic publications focusing on doctors’ reputations, patient trust, digital interaction and behavioural responses in healthcare. The main focus is on the interrelationship between the characteristics of a doctor’s personal brand, the development of patient trust and their subsequent behavioural intentions, and the influence of these factors on the perception of the healthcare organisation. Key components of a doctor’s personal brand are examined, including professional expertise, communication style and digital presence. It has been established that the influence of a personal brand is indirect in nature and is realised through the building of trust, which acts as a link between individual interaction and institutional perception. It is shown that a patient’s assessment of a healthcare organisation is determined by the doctor’s professional characteristics, as well as the consistency and transparency of communication signals in both offline and online environments. The authors propose a model that reflects the sequential transformation of a doctor’s personal brand into trust, perceived value and safety, patients’ behavioural intentions, and the corporate image of the healthcare organisation, taking into account the spillover effect of trust. The results obtained allow the doctor’s personal brand to be viewed as a manageable strategic factor influencing patient behaviour and the sustainability of a healthcare organisation’s reputation. The article may be of use to healthcare organisation managers, healthcare marketing specialists and practising doctors interested in improving the effectiveness of their interactions with patients.
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