Development of enterprise reputation management in the sphere of medical services

Abstract

Topicality of the theme is determined by the increased role and influence of patients on the formation of the reputation of healthcare organisations in the conditions of active use of social networks by patients as a source of information when choosing a doctor. The purpose of the article was to identify the specificity and stages of the process of development of enterprise reputation management in the sphere of medical services. In the process of achieving this purpose there were used such scientific research methods as logic generalisation, comparative analysis, synthesis, graphical method as well. For gathering the feedback from the patients, the survey method based on quantitative analysis of responses and net promoter score was used. The specifics of medical services and their types were substantiated as the main results of the research, as well as elements that determine the value of medical services for the consumers. The features and trends of reputation management in the field of medical services have been considered and the stages of the process of development of reputation management of the healthcare organisation have been substantiated. As a result of the propositions, considered in the article, it has become possible to solve the reputational contradictions at enterprises in the field of medical services. With the purpose of improving reputational management the algorithm for the application of Search engine reputation management technology elements was developed for the work with consumers’ feedback. Practical meaning of the results is in increasing the effectiveness of reputational management and its development due to the implementation of elaborated algorithm into the process of everyday work with clients of healthcare organisation. It can be the basis for planning changes in business processes and operational management as well as for optimisation of the use of resources

Keywords

• healthcare organisations
• marketing in medicine
• proceeding claims
• specificity
• consumer feedback