شناسایی و اولویت‌بندی شاخص‌های برندسازی شخصی پزشکان متخصص با روش تصمیم‌گیری چند معیاره سوارا
محورهای موضوعی : -مدیریت خدمات بهداشتی و درمانی
ملیحه سیاوشی
1
(استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه هرمزگان، بندرعباس، ایران)
مژگان ضرغامی فرد
2
(استادیار، گروه مدیریت رفتاری، دانشکده مدیریت، دانشگاه هرمزگان، بندرعباس، ایران)
مهنا شریفی
3
(کارشناس‌ارشد مدیریت بازرگانی، دانشکده مدیریت، دانشگاه هرمزگان، بندرعباس، ایران)
کلید واژه: برند شخصی, سوارا, پزشکان متخصص, تصمیم‌گیری چند معیاره,
چکیده مقاله :
مقدمه: برندسازی شخصی پزشکان یکی از حوزه‌های جدیدی است که در نظام پزشکی- سلامت مطرح‌شده است که موجب رشد و توسعه این کسب‌وکار و افزایش سوددهی می‌شود، علاوه بر این در حوزه درمان و سلامت نیز موجب بهبود سلامت عمومی و اعتماد جامعه به‌نظام درمان خواهد شد. با توجه به اهمیت این موضوع، پژوهش حاضر قدم در این راه نهاده تا شاخص‌های مؤثر در ایجاد برندسازی شخصی پزشکان را شناسایی و آنها را اولویت‌بندی نماید. روش پژوهش: پژوهش حاضر یک مطالعه کاربردی، توصیفی پیمایشی است. جامعه آماری پژوهش حاضر پزشکان متخصص شهرستان بندرعباس بوده و جهت گردآوری داده‌ها، ده نفر از پزشکان متخصص به‌عنوان خبرگان پژوهش و به‌صورت گلوله برفی انتخاب شده‌اند. برای تجزیه‌وتحلیل داده‌ها، از روش دلفی فازی جهت شناسایی شاخص‌های مؤثر در ایجاد برند شخصی پزشکان متخصص و از روش تصمیم‌گیری چند معیاره (سوارا) برای به دست آوردن وزن و اولویت‌بندی این شاخص‌ها استفاده‌شده است. یافته‌ها: ابتدا با بررسی مبانی نظری و ادبیات پژوهش، شاخص‌های مؤثر در برندسازی شخصی تعیین شدند که تعداد این شاخص‌ها 25 مورد بود. سپس با استفاده از نظر خبرگان، از بین 25 شاخص، 14 شاخص به عنوان شاخص‌های مؤثر و اساسی در ایجاد برند شخصی پزشکان متخصص شناسایی شدند و درنهایت با استفاده از تکنیک سوارا، شاخص‌های تایید شده، اولویت‌بندی شدند. این شاخص‌ها همراه با میانگین رتبه آنها (میانگین رتبه پایین‌تر بیانگر اهمیت بیشتر شاخص است) عبارتند از تجربه و تخصص (1.8)، مسئولیت‌های اجتماعی(2.6)، پایبندی به اخلاق حرفه ای(3.5)، داشتن اعتبار(4)، قابل‌اعتماد بودن(5.1)، صفات شخصیتی (6.6)، سخاوت و بخشندگی (6.7)، ارتباطات (8.3)، اصالت (8.5)، حضور در فضای مجازی (9.6)، جذابیت ظاهری (11.4)، عملکرد فردی (11.9) داشتن اهداف شخصی (12.30) و داشتن چشم انداز شخصی (12.70). نتیجه‌گیری: طبق نتایج حاصل‌شده، شاخص‌هایی که بیشترین تأثیر را در ایجاد برندسازی شخصی پزشکان متخصص دارند، مربوط به شاخص‌های مرتبط با مسائل حرفه‌ای، اجتماعی یا فرهنگی مانند تخصص، رعایت اخلاق حرفه‌ای، اعتماد و اعتبار، مسئولیت‌های اجتماعی، ارتباطات و ... است و شاخص‌های که مربوط به مسائل شخصی و فردی مانند عملکرد فردی، داشتن چشم‌انداز و اهداف شخصی هرچند تأثیرگذار هستند اما دارای اولویت پایین‌تری هستند. پزشکان متخصص با شناسایی و تقویت شاخص‌های تأثیرگذار بر برند شخصی خود می‌توانند در عرصه رقابت موفق‌تر عمل کنند.
Introduction: Physicians' personal branding is one of the new areas in the medical-health system that promotes business growth and productivity. In addition, in the field of treatment and health, it also improves public health and public trust in the system. Given the importance of this issue, the present study has taken a step in this direction to identify the effective indicators in creating personal branding of physicians and to prioritize them. Methods: The present study is an applied, descriptive survey. The statistical population of the present study is the specialized physicians of Bandar Abbas city and to collect data, ten specialized physicians have been selected as research experts with the snowballs technique. To analyze the data, the fuzzy Delphi method has been used to identify the effective indicators in creating the personal brand of specialist physicians and the multi-criteria decision making method (SWARA) has been used to gain weight and prioritize these indicators. Results: First, by examining the theoretical foundations of the research, 25 effective indicators for creating a personal brand were identified. Then, according to experts’ opinion answers, among the available indicators, 14 effective indicators in creating a personal brand of specialized physicians were identified. Finally, the identified indicators were confirmed and prioritized using the SWARA technique. According to the results, these indicators along with their average rank (a lower average rank indicates more importance) are experience and expertise (1.8), social responsibilities (2.6), adherence to professional ethics (3.5), credibility (4), reliability (5.1), personality traits (6.6), generosity and generosity (6.7), communication ( 8.3), authenticity (8.5), presence in social media (9.6), attire (11.4), individual performance (11.9), having personal goals (12.30) and having a personal vision (12.70) Conclusion: According to the results, the indicators that have the greatest impact in creating the personal branding of specialist doctors are related to indicators related to professional, social or cultural issues such as expertise, compliance with professional ethics, trust and credibility, social responsibilities, communication and indicators that are related to personal and individual issues such as individual performance, having a vision and personal goals, although they are influential, but have a lower priority. Specialist physicians can be more successful in the field of competition by identifying and strengthening the indicators that influence their brand.
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2- Siyavooshi M, Abedin B. Brand and advertising management. Bandar Abbas: Hormozgan University press; 2020. [In Persian]
3- Morgan M. Personal branding: Create your value proposition. Strategic Finance, 2011 1; 93(2): 13.
4- Nugraha MT, Dwimaida D, Hasan L, Setiowati R. How Personal Branding Affects Millennials’ Career Success. PSYCHOLOGY AND EDUCATION, 2020; 57(9): 194-205.
5- Kemp E, Jillapalli R, Becerra E. Healthcare branding: developing emotionally based consumer brand relationships. Journal of Services Marketing; 2014 May 6.
6- Luca FA, Ioan CA, Sasu C. The importance of the professional personal brand. The doctors’ personal brand. Procedia economics and finance, 2015 Jan 1; 20: 350-7.
7- Hupp JR. The importance of branding. Journal of Oral and Maxillofacial Surgery, 2019 Aug 1; 77(8): 1525-6.
8- Cortsen K. Annika Sörenstam–a hybrid personal sports brand. Sport, Business and Management: An International Journal; 2013 Mar 15.
9- Arai A, Ko YJ, Kaplanidou K. Athlete brand image: Scale development and model test. European Sport Management Quarterly, 2013 Sep 1; 13(4): 383-403.
10- Aramun S. The position of human brand and its characteristics in sports from the perspective of specialists, coaches and student-athlets of public universities in Tehran [dissertation]. Tehran: Tabatabai University; 2013: 160. [In Persian]
11- Taj Nesai HR, Taliban Z, Dehghan Chachkami M. Athletes branding: identifying and examining the image of athlete’s brand from the perspective of fans (case study: Ali Daei brand). New Marketing Research Journal, 2017 Jan 22; 23: 127-144. [In Persian]
12- Saffar Y, Azimzade SM, Kaffashpoor A. Analysis of effective factors in shaping the brand image f professional athlets. Sport Management and Development, 2016 Apr 20; 5(1): 85-102. [In Persian]
13- Keshkar S, Ghafoori F, Aramon S. Identifying Iranian sport Human brand characteristics and the rate of social acceptance of it in the internal products marketing of Iran. JRSM, 2016; 6(11): 91-104. [In Persian]
14- Ahmadi F, Nasiriani Kh, Abazari P. Delphi technique: a tool in research. Iranian Journal of Medical Education, 2009; 8(1): 175-185. [In Persian]
15- Jamali E, Habibi M, Baghi Yazdel R. Application of Delphi Method in the Behavioral Sciences and Medical Research: A Review of Advantages, Limitations and Methodology. Higher Education Letter, 2014; 7(26): 131-154.
16- Habibi A, Jahantigh FF, Sarafrazi A. Fuzzy Delphi technique for forecasting and screening items. Asian Journal of Research in Business Economics and Management, 2015; 5(2): 130-43.
17- Meixner O. Fuzzy AHP group decision analysis and its application for the evaluation of energy sources. InProceedings of the 10th International Symposium on the Analytic Hierarchy/Network Process, Pittsburgh, PA, USA, 2009 Jul 29; 29: 2-16.
18- Keršuliene V, Zavadskas EK, Turskis Z. Selection of rational dispute resolution method by applying new step‐wise weight assessment ratio analysis (SWARA). Journal of business economics and management, 2010 Jan 1; 11(2): 243-58.
19- Sassenberg AM, Verreynne ML, Johnson Morgan M. A sport celebrity brand image: a conceptual model. International journal of organisational behavior, 2012; 17(2): 108-21.
20- Orlic M. The 7 Key Elements of an Effective Personal Brand. [Internet]. Entrepreneur; 2016 Sep. Available from: https://www.entrepreneur.com/article/280268
21- Tarnovskaya V. Reinventing personal branding building a personal brand through content on YouTube. Journal of International Business Research and Marketing, 2017; 3(1): 29-35.
22- Daliri J. Review of Trump’s Political and Personal Branding Indices and Its Media Pepresentation by Emphasis on 2016 Us Election Campaigns. Rasaneh, 2017; 28(2): 25-51. [In Persian]
23- Karaduman I. The effect of social media on personal branding efforts of top level executives. Procedia-social and behavioral sciences, 2013 Nov 6; 99: 465-73.
24- Trepanier S, Gooch P. Personal branding and nurse leader professional image. Nurse leader, 2014 Jun 1; 12(3): 57.
25- Olubiyi SK. Becoming an erudite of nursing profession in the 21st century: The career path. Research and Reviews on Healthcare: Open Access Journal, 2018; 2(3): 169-70.
26- Saeemian S, Mohammadian M, Mir Moeini H. Investigating the effect of cultural components on personal brand model based on individual competencies. Cultural Management, 2013; 7(22): 70-86. [In Persian]
27- Fazeli Z, Fazeli Bavand Pour F, Rezaee Tavirani M, Mozafari M, Haidari Moghadam R. Professional ethics and its role in the medicine. Sjimu, 2013; 20 (5): 10-17. [In Persian]
28- Bunting‐Early TE. Personal Branding for Physicians and Researchers. A Guide to the Scientific Career: Virtues, Communication, Research and Academic Writing; 2019 Nov 26: 113-21.
29- Kayser ML. Personal branding secrets for beginners: A short and simple guide to getting started with your personal brand. Blue Ink Publishing; 2014.
30- Zhalmukhamedov E. Surgeon specialist branding or what do surgeon specialists need to know about their brand. Romanian Neurosurgery; 2019 Mar 20: 3-90.
31- Marina D, Maria Α. Branding in dentistry: A historical and modern approach to a new trend. GSC Advanced Research and Reviews, 2020; 3(3): 51-68.
32- Bray JK, Porter CL, Feldman SR. The effect of physician appearance on patient perceptions of treatment plans. Dermatology Online Journal, 2021; 27(5).
33- Petrilli, C. M., Mack, M., Petrilli, J. J., Hickner, A., Saint, S., & Chopra, V. Understanding the role of physician attire on patient perceptions: a systematic review of the literature—targeting attire to improve likelihood of rapport (TAILOR) investigators. BMJ open, 2015; 5(1), e006578.
_||_1- Rampersad HK. Authentic personal branding: A new blueprint for building and aligning a powerful leadership brand. IAP; 2009 May 1.
2- Siyavooshi M, Abedin B. Brand and advertising management. Bandar Abbas: Hormozgan University press; 2020. [In Persian]
3- Morgan M. Personal branding: Create your value proposition. Strategic Finance, 2011 1; 93(2): 13.
4- Nugraha MT, Dwimaida D, Hasan L, Setiowati R. How Personal Branding Affects Millennials’ Career Success. PSYCHOLOGY AND EDUCATION, 2020; 57(9): 194-205.
5- Kemp E, Jillapalli R, Becerra E. Healthcare branding: developing emotionally based consumer brand relationships. Journal of Services Marketing; 2014 May 6.
6- Luca FA, Ioan CA, Sasu C. The importance of the professional personal brand. The doctors’ personal brand. Procedia economics and finance, 2015 Jan 1; 20: 350-7.
7- Hupp JR. The importance of branding. Journal of Oral and Maxillofacial Surgery, 2019 Aug 1; 77(8): 1525-6.
8- Cortsen K. Annika Sörenstam–a hybrid personal sports brand. Sport, Business and Management: An International Journal; 2013 Mar 15.
9- Arai A, Ko YJ, Kaplanidou K. Athlete brand image: Scale development and model test. European Sport Management Quarterly, 2013 Sep 1; 13(4): 383-403.
10- Aramun S. The position of human brand and its characteristics in sports from the perspective of specialists, coaches and student-athlets of public universities in Tehran [dissertation]. Tehran: Tabatabai University; 2013: 160. [In Persian]
11- Taj Nesai HR, Taliban Z, Dehghan Chachkami M. Athletes branding: identifying and examining the image of athlete’s brand from the perspective of fans (case study: Ali Daei brand). New Marketing Research Journal, 2017 Jan 22; 23: 127-144. [In Persian]
12- Saffar Y, Azimzade SM, Kaffashpoor A. Analysis of effective factors in shaping the brand image f professional athlets. Sport Management and Development, 2016 Apr 20; 5(1): 85-102. [In Persian]
13- Keshkar S, Ghafoori F, Aramon S. Identifying Iranian sport Human brand characteristics and the rate of social acceptance of it in the internal products marketing of Iran. JRSM, 2016; 6(11): 91-104. [In Persian]
14- Ahmadi F, Nasiriani Kh, Abazari P. Delphi technique: a tool in research. Iranian Journal of Medical Education, 2009; 8(1): 175-185. [In Persian]
15- Jamali E, Habibi M, Baghi Yazdel R. Application of Delphi Method in the Behavioral Sciences and Medical Research: A Review of Advantages, Limitations and Methodology. Higher Education Letter, 2014; 7(26): 131-154.
16- Habibi A, Jahantigh FF, Sarafrazi A. Fuzzy Delphi technique for forecasting and screening items. Asian Journal of Research in Business Economics and Management, 2015; 5(2): 130-43.
17- Meixner O. Fuzzy AHP group decision analysis and its application for the evaluation of energy sources. InProceedings of the 10th International Symposium on the Analytic Hierarchy/Network Process, Pittsburgh, PA, USA, 2009 Jul 29; 29: 2-16.
18- Keršuliene V, Zavadskas EK, Turskis Z. Selection of rational dispute resolution method by applying new step‐wise weight assessment ratio analysis (SWARA). Journal of business economics and management, 2010 Jan 1; 11(2): 243-58.
19- Sassenberg AM, Verreynne ML, Johnson Morgan M. A sport celebrity brand image: a conceptual model. International journal of organisational behavior, 2012; 17(2): 108-21.
20- Orlic M. The 7 Key Elements of an Effective Personal Brand. [Internet]. Entrepreneur; 2016 Sep. Available from: https://www.entrepreneur.com/article/280268
21- Tarnovskaya V. Reinventing personal branding building a personal brand through content on YouTube. Journal of International Business Research and Marketing, 2017; 3(1): 29-35.
22- Daliri J. Review of Trump’s Political and Personal Branding Indices and Its Media Pepresentation by Emphasis on 2016 Us Election Campaigns. Rasaneh, 2017; 28(2): 25-51. [In Persian]
23- Karaduman I. The effect of social media on personal branding efforts of top level executives. Procedia-social and behavioral sciences, 2013 Nov 6; 99: 465-73.
24- Trepanier S, Gooch P. Personal branding and nurse leader professional image. Nurse leader, 2014 Jun 1; 12(3): 57.
25- Olubiyi SK. Becoming an erudite of nursing profession in the 21st century: The career path. Research and Reviews on Healthcare: Open Access Journal, 2018; 2(3): 169-70.
26- Saeemian S, Mohammadian M, Mir Moeini H. Investigating the effect of cultural components on personal brand model based on individual competencies. Cultural Management, 2013; 7(22): 70-86. [In Persian]
27- Fazeli Z, Fazeli Bavand Pour F, Rezaee Tavirani M, Mozafari M, Haidari Moghadam R. Professional ethics and its role in the medicine. Sjimu, 2013; 20 (5): 10-17. [In Persian]
28- Bunting‐Early TE. Personal Branding for Physicians and Researchers. A Guide to the Scientific Career: Virtues, Communication, Research and Academic Writing; 2019 Nov 26: 113-21.
29- Kayser ML. Personal branding secrets for beginners: A short and simple guide to getting started with your personal brand. Blue Ink Publishing; 2014.
30- Zhalmukhamedov E. Surgeon specialist branding or what do surgeon specialists need to know about their brand. Romanian Neurosurgery; 2019 Mar 20: 3-90.
31- Marina D, Maria Α. Branding in dentistry: A historical and modern approach to a new trend. GSC Advanced Research and Reviews, 2020; 3(3): 51-68.
32- Bray JK, Porter CL, Feldman SR. The effect of physician appearance on patient perceptions of treatment plans. Dermatology Online Journal, 2021; 27(5).
33- Petrilli, C. M., Mack, M., Petrilli, J. J., Hickner, A., Saint, S., & Chopra, V. Understanding the role of physician attire on patient perceptions: a systematic review of the literature—targeting attire to improve likelihood of rapport (TAILOR) investigators. BMJ open, 2015; 5(1), e006578.