Tożsamość i wizerunek podmiotów leczniczych na przykładzie wybranych szpitali klinicznych w Poznaniu
The identity and the image of medical entities on the example of some chosen clinical hospitals in Poznań

Summary/Abstract: Due to the increase of patients’ awareness and expectations as well as strong competition on the market of medical services, the institutions which provide medical services are forced to undertake some specific challenges. The key importance should be attributed to the efforts directed at building the entity’s identity and, in the future, creating and maintaining the desired image perceived by recipients. This paper focuses on the activity of some chosen clinical hospitals; the subject of the analyses is the specific marketing actions undertaken by these entities.

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