Identifying and Prioritizing Brand Positioning Components of Healthcare Industry Companies Based on Qualitative Content Analysis and Fuzzy Screening Approach

Subject Areas : Health Management Services

moslem rezaie ¹ , sayyed hasan hataminasab ^{2 *} , shahnaz nayebzadeh ³

1 - PhD Student, Business Administration, Yazd Branch, Islamic Azad University, Yazd, Iran
2 - Associate Professor, Department of Business Administration, Yazd Branch, Islamic Azad University, Yazd, Iran
3 - Professor, Department of Business Administration, Yazd Branch, Islamic Azad University, Yazd, Iran

Received: 2023-11-14 Accepted : 2024-02-21 Published : 2025-01-20

Keywords: Brand positioning, Components of healthcare industry companies, Qualitative content analysis, Fuzzy screening.,

Abstract :

Introduction: Brand positioning is a set of activities that a brand performs to create a distinct position in the mind of the customer in the target market so that customers give that brand to competitors and become loyal to it. The purpose of the current research is to identify and prioritize the components of brand positioning for companies active in the healthcare industry.

Methods: Using the qualitative content analysis method, brand positioning components were identified and extracted from the research literature. Qualitative content analysis of research literature was done using Max Qda software. The extracted components in the form of a questionnaire were provided to 15 experts in the healthcare industry and were prioritized using the fuzzy screening technique.

Results: From the comprehensive review of research literature and qualitative content analysis of scientific texts, 83 indicators were extracted and the indicators were categorized into 15 general components.

Conclusion: differentiation components, brand position in the customer's mind, customer experience, brand communication, distribution channels, market research, human resources, organizational resources, marketing capabilities, and operational capabilities with great important factors. The output of fuzzy screening was selected. In other words, according to the health and treatment industry experts, these components are a priority for positioning the health and treatment industry brand in the minds of customers.

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