Hospital Image Management

 

“Hospital Image Management – The need of the hour amid the Pandemic!”

Image building is essential today. It is the need of the hour, be it an individual, organization or a company. It is rightly said that it takes a lot of effort and time to build an Image, but minutes to shatter it. Well, this also applies to hospitals and the healthcare sector.

Now, as the world struggles to survive amid the pandemic, several big hospitals have failed to provide assistance to the patients. The inability to cope up with the medical emergency has negatively impacted the brand image of many big hospitals, which in turn has directly or indirectly affected patient loyalty.

Only if hospitals are able to rebuild their positive brand image, people will start trusting them again. The improved patient satisfaction through the enhancing of perceived service quality will then increase the revisit intention of patients. The path from service quality to patient satisfaction is a key avenue for the impact of hospital brand image on patient loyalty.

Then what went wrong with the well-known hospitals during this pandemic?

• They were not able to exude trust and have an appreciation of the patient experience.
• Patients were not happy with the care and treatment received.
• The acute shortage of PPE suits, ventilators, staff and the inability to occupy all the patients in their hospital somewhere disappointed their loyal customers.

But aware of their deteriorating image, several hospitals have already started taking conscious efforts.

For Instance:

• BMC (Brihanmumbai Municipal Corporation) has started roping in expert health care professionals to help them cater to the increasing number of coronavirus patients in the city.
• Likewise, several hospitals have also collaborated with private vendors to fulfil their need of ventilators and oxygen cylinders which they weren’t able to provide to the incoming patients.
• Hospitals are also extending better patient care and are providing quick redressal of grievances of the visiting patients to avoid crowding at the hospital premises.

All in all, healthcare organizations are leaving no stone unturned to rebuild their tainted image after learning the lesson the hard way. After all, a strong image makes us more marketable and positively impacts our growth and profits.

Currently, the image and brand value of several Bollywood celebs have also gone for a toss. After the sad demise of actor Sushant Singh Rajput, several shocking revelations about the film industry were made and many notable celebs including Rhea Chakraborty, Mahesh Bhatt, Deepika Padukone among others came under the radar. Hence, celebs often come up with various ways to do their image makeovers.

If you compare today’s Salman Khan from what he was a decade ago, you’ll realize that his image from being the ‘angry young man’, often associated with bitter breakups and drunken brawls, has been redone to an advocator of peace who provides education and healthcare services to the underprivileged in India through his charitable organization ‘Being Human.’

Likewise, there are several other well-known personalities who underwent an image transformation for the greater good. But even though having a positive image has its perks, it is also incredibly fragile.

Hence, creating, maintaining and upgrading your image are of utmost importance if you want to climb the stairs of success.

After all “Image is you in the mind of others” So make sure you create a great one!"