Designing A Brand Promotion Model of Iraqi Non-Governmental Hospitals
Aqeel R. Jubeir Al-Amri, Meysam Shirkhodaie,
Mohsen Alizadeh sani, Mohammad Safari
Marketing boosts market share and profitability by delivering valuable products and services. Branding is key, especially in competitive markets, where post-branding Promotion is vital. Brand promotion fosters trust, which is crucial in sectors like healthcare. This study uses applied research to design a brand promotion model for Iraqi non-governmental hospitals. Employing a mixed-method approach, it engages private hospital managers, marketing experts, and professors. Data collection involves semi-structured interviews analyzed through Grounded Theory. Brand promotion, comprising brand image and identity, is centrally influenced by competition, brand consolidation, and organizational excellence within environmental, socio-cultural, and economic contexts. Interventional factors include legal-political resources. Brand promotion enhances market share, positioning, value creation, and human resource development. Strategies for implementation include raising awareness, promoting social responsibility, investing in research, enhancing human resources, improving infrastructure, ensuring patient protection, optimizing processes, and providing emotional support. These strategies are deemed suitable for successful brand promotion in Iraqi non-governmental hospitals.
Keywords: Brand promotion, Branding, Non-governmental hospitals
