Kontakt X:X | DOI: 10.32725/kont.2025.053

From expertise to empathy: multi-dimensional brand perception in Czech healthcareSocial Sciences in Health - Original article

Zbyněk Stavař ORCID...¹, Alena Hricová ORCID...^{2, *}

¹ Pan-European University, Faculty Management College of Business and Law, Department of Marketing, Prague, Czech Republic

² University of South Bohemia in České Budějovice, Faculty of Health and Social Sciences, Institute of Social and Special-paedagogical Sciences, České Budějovice, Czech Republic

Background: Brand management in healthcare is becoming increasingly important due to marketization and rising patient expectations. However, the specific nature of this sector - including ethical norms and patient vulnerability - challenges the direct application of commercial branding models.

Objective: The aim of this study is to identify key factors influencing brand perception among Czech healthcare users, and to analyze the impact of sociodemographic and lifestyle variables on this perception.

Methods: A quantitative survey was conducted on a representative online panel of 502 Czech adults. The structured questionnaire focused on brand awareness, quality, trust, ethical reputation, and patient experience. Statistical analyses included descriptive statistics, chi-square tests, and exploratory factor analysis.

Results: The findings show that quality of care, professional competence, and communication with patients are the strongest determinants of brand perception. Significant differences were identified by education and gender - higher education emphasizes quality, while women place greater emphasis on relational and emotional aspects of care. The expected stronger role of digital resources or DEI (Diversity, Equity, Inclusion) topics among younger respondents was not confirmed. Financial aspects were less important in the metropolitan context.

Conclusion: Brand perception in Czech healthcare reflects a complex mix of professional, ethical, financial, and relational factors. Institutions should combine professional expertise with sensitive communication and ethical conduct to build long-term trust and loyalty.

Keywords: Brand management; Czech Republic; Ethical communication; Healthcare branding; Patient perception; Quality of care

Conflicts of interest:

The authors have no conflict of interest to declare.

Received: July 24, 2025; Revised: October 8, 2025; Accepted: November 6, 2025; Prepublished online: November 7, 2025