Corporate brand communication in Italian Hospitals: is time ripe?

Purpose – Corporate brand communication is a lever to support reputation and ultimately competition between organizations in any business. A brand embodies tangible and intangible qualities that create value; it influences both how an organization functions and how it is perceived, internally and externally. What about hospitals? A brand could create and foster relationships, and can forge long-term emotional bonds with patients and other stakeholders. Is time ripe in Italy? Approach – Case studies research design to gain a picture of corporate brand communication in some Italian hospitals. Findings – If and how brand can simplify decision making, represent an assurance of quality, and offer a relevant, different, and credible choice among competing offerings in Italy. Research implications –The paper is to be considered a starting point for a wider investigation on this topic. Practical implications or applications – The way of brand communication is implemented in some Italian hospitals. Useful for managers and practitioners who want to go through innovation in hospital communication management.