نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران
2 استادیار مدیریت بازرگانی، گروه مدیریت، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران(نویسنده مسئول)
3 استادیار مدیریت بازرگانی، گروه مدیریت، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران
4 استادیار مدیریت منابع انسانی، گروه مدیریت، واحد بیرجند، دانشگاه آزاد اسلامی، بیرجند، ایران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Abstract
Introduction: Undoubtedly, the nursing profession and home care nurses face an unmet need to distinguish themselves from other healthcare professions in order to convey the unique value of their profession as influential decision-makers and leaders. This study, titled Branding Strategies of Home Healthcare Companies, describes actions that can enhance the professional brand positioning of nurses in the home care industry in the future.
Method: This research is exploratory-applied in purpose and employs a thematic analysis strategy. Data were collected through semi-structured in-depth interviews with experts from Iran, the United States, Germany, the United Kingdom, and Bangladesh who have expertise in home care services and branding. Participants were selected using purposive sampling, and theoretical saturation was achieved after conducting 14 in-depth interviews. Data were analyzed using coding methods, and qualitative findings were analyzed using MAXQDA 2024 software. The research model was then developed.
Results: Based on the qualitative analysis, five strategic categories were identified: technology, systems thinking, marketing, personal branding, and competitive advantage. Among these, marketing had the highest frequency of codes.
Conclusion: The results of the study suggest that adopting appropriate strategies can improve the branding of home care companies. Additionally, this study highlights a positive trend toward adopting a customer-centric approach for home healthcare companies and emphasizes the critical role of nurses as the backbone of the healthcare system.
کلیدواژه‌ها [English]
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