Creating the Foundation of a Healthcare Research Project

The research topic of this paper develops a case study approach that builds on the foundations of Yin＇s ＂linear model＂ and ＂the best practice＂ used in theoretical case studies at international research literature. It discusses the case study method and its role and focusing on research questions like healthcare branding, research design, and methodic. Also presents the case study research theory for a research case study. The methods used in this paper are based on hypothesis of a generic hospital branding strategy for the Romanian Private Hospital and also may apply to the Romanian strategy of development of public healthcare entities and partnerships between public and private healthcare entities. An empirical test of the relationships among branding loyalty and awareness, customer satisfaction, trust and relationship commitment suggests that Romanian hospitals can be successful in creating an image and positive brand equity if they can manage their customer relationships well. This can be done through a coordinated strategy of management and marketing development of healthcare entities. The results highlight the dominance of case-study research in qualitative marketing healthcare and highlight the importance of customer relationships in the branding practice of healthcare marketing. It also shows that marketing managers can succeed in creating positive brand equity and image if they can manage relationships with their customers well.

Consumer Trust--Challenge for E-Healthcare

The evolution of interuet within last years and continuous advances in electronic commerce and communication provide exciting opportunities to implement powerful framework of resources, tools and applications that revolutionize way in which healthcare institutions interact with their patients, as well as deliver and manage medical services. Internet-based healthcare is application of information and communication technologies across the whole range of healthcare functions. It covers everything from electronic prescriptions and computerized medical records to the use of new systems and services that cut waiting times and reduces data errors. Development and implementation of web-enabled communication, patient services and other e-health initiatives are increasingly important to maintaining competitive advantage and to compete for market share. More importantly, value added for patients by facilitating access to information and resources is expected to improve quality of services, speed of treatment and potentially to rationalize management of administrative processes. However, introductions of such e-healthcare services into market can be successful on condition that customers will recognize all these advantages and have trust in organizations provide theses e-services. In this paper authors will concentrate on customer trust as key factor determining success of e-healthcare. The purpose of this study will determine character and power of trust placed by customers in e-healthcare, and to identify factors influencing customers trust to e-healthcare. Authors have ventured thesis that customer trust to e-healthcare is high as consequence of even higher customer satisfaction with traditional healthcare services and great customer trust in traditional healthcare institutions.