title: Hospital branding in Italy: A pilot study based on the case method.
abstract: The article investigates if, and in affirmative case how, Italian hospitals are managing corporate brand communication. Thanks to results of qualitative research, this article offers insights on Italian hospital branding. The pilot study based in the case method is to be considered a starting point for wider investigations on this topic, and it is useful for managers and practitioners who want to understand the role of corporate brand in hospital communication management and to connect health care professionals with the audience in a meaningful way in those countries in which the health care system is a mix of both public and private institutions.
authors.affiliation: a Department-Institute for Research in Marketing, Behavior, Communication and Consumption "Giampaolo Fabris" , IULM University of Milan , Milan , Italy.
authors.forename: Annamaria
authors.initials: A
authors.lastname: Esposito
mesh_terms: D003142:Communication; D003695:Delivery of Health Care / Q000458:organization & administration; D006761:Hospitals / Q000639:trends*; D006801:Humans; D007558:Italy; D008389:Marketing of Health Services; D019982:Organizational Case Studies / Q000379:methods*; D010865:Pilot Projects
keywords: Branding hospitals; communication; corporate brand