[Symbolizm of medical institutions]. / Symboliczny wymiar wizerunku placówki medycznej.

ABSTRACT

Marketing in health service has become an indispensable tool for creating and maintaining a positive image of medical institutions which to a great extent determines their success on the market. This process entails not only providing professional, reliable and up-to-date patient care but also establishing good reputation among those who already use it and its potential customers. It should be recognizable also for deliverers, investors, competitors, media and particularly for society and local authorities. The key to success is professionalism of personnel and their identification with the mission of the institution and the direction of changes being implemented there. For a complete success and recognition is essential health care facilities, which affects virtually matched the name and symbol, and communication of people responsible for contact with the media.