Martianawati, Tuffaillah Muawina Nur, Ahmad Lathifi

Brand Image as a Determinant of Patient Decision-Making in Inpatient Healthcare Utilization

Introduction

Brand image as a determinant of patient decision-making in inpatient healthcare utilization. Discover how service offerings, staff interactions, and corporate individuality influence patient decisions for inpatient healthcare in Indonesian hospitals. Essential for brand strategy.

Abstract

Healthcare has evolved from provider-centered to consumer-oriented models, making brand image crucial in patient decision-making. However, systematic examination of this relationship in developing country healthcare contexts remains limited. This study investigated how brand image dimensions (corporate identity, physical environment, contact personnel, service offerings, and corporate individuality) influence patient decisions for inpatient services at Nahdlatul Ulama Hospital, Tuban, Indonesia. A quantitative cross-sectional study from January to March 2023 using structured questionnaires from 268 inpatients selected through purposive sampling. Brand image dimensions and patient decision-making were measured using 5-point Likert scales. Analysis included descriptive statistics, Spearman’s correlation, and multiple linear regression. All five dimensions collectively influenced patient decision-making (F=42.990, p<0.001), explaining 45.1% of variance. Bivariate analysis showed significant correlations for all dimensions, with physical environment (rho=0.456, p<0.001) and corporate identity (rho=0.399, p<0.001) strongest. However, multivariate analysis revealed only three dimensions independently influenced decisions: service offerings (β=0.318, p<0.001), contact personnel (β=0.184, p=0.024), and corporate individuality (β=0.115, p=0.030). Brand image significantly influences inpatient healthcare decisions, with service offerings, contact personnel, and corporate individuality most influential. Healthcare facilities should develop comprehensive brand strategies emphasizing service quality, patient-staff interactions, and aligned corporate values, highlighting human elements over physical infrastructure.

Review

This study presents a timely and relevant investigation into the role of brand image as a determinant of patient decision-making in the context of inpatient healthcare utilization, particularly in a developing country setting. The shift from provider-centered to consumer-oriented healthcare models necessitates a deeper understanding of factors influencing patient choice, and this research effectively addresses the existing literature gap by focusing on Indonesia. By examining specific brand image dimensions—corporate identity, physical environment, contact personnel, service offerings, and corporate individuality—the study provides a granular view of how these elements collectively and independently shape patient decisions for crucial inpatient services. The methodology employed is sound, utilizing a quantitative cross-sectional design with data collected from 268 inpatients via structured questionnaires and 5-point Likert scales. The analytical approach, combining descriptive statistics, Spearman’s correlation, and multiple linear regression, is appropriate for examining both bivariate relationships and the independent contributions of each brand image dimension. Key findings reveal that while all five brand image dimensions collectively influence patient decision-making, explaining a substantial 45.1% of the variance, a more nuanced picture emerges from the multivariate analysis. Specifically, service offerings, contact personnel, and corporate individuality were identified as the most significant independent predictors, even as physical environment and corporate identity showed the strongest correlations in bivariate analysis. The implications of these findings are significant for healthcare administrators and policymakers, particularly in emerging economies. The study underscores that brand image is a critical factor in patient choices for inpatient care. More importantly, the multivariate results highlight that strategic efforts should prioritize enhancing service quality, fostering positive patient-staff interactions, and clearly articulating corporate values, rather than solely focusing on physical infrastructure. This nuanced understanding emphasizes the "human elements" of healthcare branding, offering actionable insights for developing comprehensive brand strategies that align with patient expectations and ultimately improve healthcare utilization and patient satisfaction.

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