Brand Management in the Healthcare Sector

by Paula Rodrigues


New Techniques, Book to be edited by Ana Pinto Borges and Paula Rodrigues; Proposal deadline 10 Apr 2019

Call for Chapters: New Techniques for Brand Management in the Healthcare Sector


Ana Pinto Borges, ISAG – European Business School and Research Group of ISAG (NIDISAG)

Paula Rodrigues, Lusíada University – North

Call for Chapters

Proposals Submission Deadline: April 10, 2019
Full Chapters Due: August 8, 2019
Submission Date: December 1, 2019


At the international level, the health systems assume different types of organizations, according the Government assumes the guarantee of health as citizen’s right or delegate to the private or social sector the provision of health care. Challenges are ambitious, because the health care providers act in a context of high political, economic, social and technological pressure.

Irrespective of the legal sphere and type of care (primary, secondary and continuing), providers must ensure that users of quality healthcare through efficient use of resources. In the case of good health, the pressure also increases in relation to the patient’s equal treatment, responsiveness and affordability.

Management and marketing have been playing an important role in this sector. Concretely, the importance of branding is growing in the health care market. The chance for brand in health care is determined by the challenge of increased and improved the consumer choice. That’s something to which providers and health systems, in general, have not been familiarized.

This book intends to address the brand management in the health sector – whether in the private, public or social sectors – and search to cover the full range of health care services. The book aims to contribute to the field of brand management in the health sector by providing a high-quality vehicle for the diffusion of new marketing knowledge, tendencies and qualitative and quantitative methods.

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