Designing a Branding Model for Public Teaching Hospitals in Iran

Abstract

Background and Objectives: Hospital branding is a new concept in Iran that requires focused attention in order to enhance economic performance of health care delivery system. This study aimed to develop a conceptual framework for initiation and promotion of public teaching hospital brand in an Iranian context. Abstract Methods: A comparative study of hospital branding in 8 pioneer countries revealed 51 elements potentially influencing successful hospital branding. Based on expert opinion, these elements were refined and adapted Background and Objectives: Endometrial hyperplasia (EH) is an abnormal overgrowth of endometrium that may lead to endometrial cancer, especially when accompanied by atypia. The treatment of EH is challenging, and to the Iranian context. Based on this information a 47-item questionnaire was designed. The questionnaire was previous studies report conflicting results. Metformin (dimethyl biguanide) is an anti-diabetic and insulin sensitizer distributed among 364 experts from different health domains, including clinicians of public and private hospitals and agent, which is supposed to have antiproliferative and anticancer effects and the potential to decrease cell growth in policy makers, executives, and authorized advisors from the Ministry of Health and Medical Education (MOHME) endometrium. While some studies have evaluated the anticancer effect of metformin, studies on its potential effect and various medical universities. The collected data were analyzed using exploratory factors analysis in order on endometrial hyperplasia are rare. To address this gap, in this comparative trial study, we evaluate the effect of to identify factors influencing hospital branding. The robustness of the identified factors was further explored by additive metformin to progesterone in patients with EH. confirmatory factor analysis (CFA). Methods: In this clinical trial, 64 women with EH were randomized in two groups. The progesterone-alone group Findings: Identity, image, competitiveness, strategy, and relationship were identified as the five key dimensions received progesterone 20 mg daily (14 days/month, from the 14th menstrual day) based on the type of hyperplasia, of hospital branding in the Iranian context. and the progesterone-metformin group received metformin 1000 mg/day for 3 months in addition to progesterone. Conclusions: Identification of the major dimensions of hospital branding may help policy-makers to develop Duration of bleeding, hyperplasia, body mass index (BMI), and blood sugar (BS) of the patients were then com- pared between the two groups. effective brand promotion strategies in hospital industry.