رابطه ي برندسازي (Branding) و شاخص هاي عملكردي (بيمارستان قائم (عج) مشهد؛ 1387)

Branding and Functional Indices Relationship in Mashhad Ghaem Hospital

Introduction: Branding for health care services is a new phenomenon. Most of health care organizations have a few experiences on developing branding strategy. The aim of this study was to determine the relation between branding and functional indices in Qhaem hospital. Methods: It his cross-sectional correlational study carried on during September 2008 until March 2009 period Study population includes Hospital Authorities in different sectors and offices and documents. Data are gathered by: interviewing with hospitalʹs authorities, reviewing the documents, and investigating the statistics. The analyzed by SPSS software. We used T-test to compare the groups when necessary. Results: We found significant difference between branding and average of changes on the hospital admission (P<0. 05), percentage of bed occupancy, average of Bed turnover rate and Bed turn Over Interval (P<0. 05). Conclusion: Branding has a positive effect on hospitalʹs hoteling performance. Keywords: Branding, Hospital, Functional Index