The Brand NHS: Undue Use and Its Consequences

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Author(s): Ana Maria Reis (ISAG - European Business School and Research Center in Business Sciences and Tourism (CICET – FCVC))and Bárbara Soares (Portuguese Healthcare Regulation Authority, Portugal)
Copyright: 2021
Pages: 19
Source title: New Techniques for Brand Management in the Healthcare Sector
Source Author(s)/Editor(s): Ana Pinto Borges (European Business School and Research Group, ISAG (NIDISAG), Portugal)and Paula Rodrigues (Lusíada University of Porto, Portugal)
DOI: 10.4018/978-1-7998-3034-4.ch009

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

The brand NHS (SNS Serviço Nacional de Saúde) is a registered brand. In 2015, a new legal regime on health advertising practices was introduced. This regime set a more rigid penalty framework, including pecuniary and ancillary sanctions, applied to the undue use of the brand NHS by private providers and disloyal advertising, protecting the brand's reputation and increasing patients' trust. The objective of this chapter was to discuss the undue use of the brand NHS, in Portugal, by private providers, and its impact on brand reputation. The main conclusions are the cases of health advertising and undue use of the brand NHS have been reduced under the new regime; the sanctions applied after 2015 varied from 500 euros to 1,500 euros, which reveals a small financial impact for providers; this reduction could be justified by the negative impact on the image of the healthcare provider under an administrative offense process.

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The Brand NHS: Undue Use and Its Consequences

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