Branding: Integration of art in the healthcare industry
Abstract
Branding is an essential marketing approach to help identify goods and services of a company and distinguish them from one of their competitors, which is considered essential today. As competition increases, healthcare providers seek to develop customer loyalty through designing and enhancing the customer experience. Artwork is an element of design, which helps contribute to part of the brand of an organization and helps to encourage customer loyalty and familiarity through the art experience. The purpose of this study was three fold: 1) to detail different branding techniques used in healthcare, 2) to showcase the importance of art in the healing process, and 3) to discuss how, when used together, branding and artwork can increase patient experiences. To support this proposition, 5 databases were searched from which 150 articles were evaluated. The findings indicate that using artwork as a branding mechanism and art-based therapy as part of the patient experience can result in more healing, higher patient satisfaction, and increased brand loyalty.
Subject Area
Marketing|Public health|Health care management
Recommended Citation
Onyejiaka, Kelechi Adaeze, "Branding: Integration of art in the healthcare industry" (2014). Texas Medical Center Dissertations (via ProQuest). AAI1602232.
https://digitalcommons.library.tmc.edu/dissertations/AAI1602232