Branding of health care services amongst general medical practitioners in rural KwaZulu-Natal, South Africa

The transformation of South Africa’s health care sector, rising health care costs, and fierce competition to attract and retain patients in the private health care sector raise the question of what general practitioners (GPs) are doing to sustain their business. The aim of the study was to investigate GPs awareness and practices with regards to branding of health care services. This was a cross-sectional study conducted among 15 GPs using a self-administered questionnaire. GPs had poor knowledge regarding branding. The factors that were rated highest in terms of representing the doctor’s brand included sensitivity towards patient needs (followed by an excellent patient experience). The most common brand elements used by GPs were signage (and business cards). In promoting the GP’s brand it was revealed that pamphlet distribution was more commonly used, followed by social media). GPs need to improve their knowledge of branding, that is commercial branding, as well as the branding of health care services. This will help them to appreciate the value of branding and also help them to understand which branding approaches are best suited to the customers they serve.