Description
Irrespective of the legal sphere and type of care (primary, secondary, and continuing), providers must ensure that users receive quality healthcare through the efficient use of resources, responsiveness, affordability, and the equal treatment of patients. Management and marketing have been playing an important role in this sector with the importance of branding growing in the healthcare market. The chance for brand in healthcare is determined by the challenges to increase and improve consumer choice. That's something to which providers and health systems, in general, have not been familiarized.
New Techniques for Brand Management in the Healthcare Sector is a critical research publication that explores the diffusion of new marketing knowledge, tendencies, and qualitative and quantitative methods for brand management in the private, public, and social health sectors and examines the movement from healthcare as a priceless commodity to one that can be, and is, commodified. Highlighting topics such as e-health, medical tourism, and brand management, this publication is essential for hospital directors, marketers, advertisers, promotion coordinators, brand managers, product specialists, academicians, healthcare professionals, brand strategists, policymakers, researchers, and students.
Author's/Editor's Biography
Ana Borges (Ed.)
Ana Pinto Borges has a PhD in Economics, Faculty of Economics, University of Porto. Economic Degree in Lusíada University - North. Coordinating Professor at ISAG - European Business School (ISAG) since 2010, President of the Pedagogical Council since 2015 and has been the Executive Coordinator of the ISAG Research Center (NIDISAG) since 2014. She is the author of more than 30 publications in scientific journals with peer review and indexed in the various international databases (Web of Science - Clarivate Analytics, Scopus, among others). Participation in presentations in various national and international congresses and member of the Scientific Commissions and Organizing Committees in academic events. Editor and one of the founding members of the academic journal European Journal of Applied Business and Management (EJABM). She was consultant at Accenture in the financial area. Economist at the Portuguese Healthcare Regulation Authority since 2010. More information available at: https://sites.google.com/site/anapintoborges/.
Paula Rodrigues (Ed.)
Paula Rodrigues holds a Ph.D. in Management, in Faculty of Economics at the University of Porto, Portugal. She is an Associate Professor in Brand Management at the School of Economics and Management, Lusíada University - North, Portugal. Since 1995, she teaches Brand Management, Consumer Behaviour, Econometrics, Statistic, and Quantitative Methods at the Lusíada University - North. She has published several scientific papers, chapters, and books. Her on-going research projects concern consumer-brand relationships in the field of luxury, tourism and hospitality, and consumer goods.