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Int. J. Environ. Res. Public Health 2018, 15(6), 1134; https://doi.org/10.3390/ijerph15061134

A Doctor’s Name as a Brand: A Nationwide Survey on Registered Clinic Names in Taiwan

1
Department of Family Medicine, Taipei Veterans General Hospital, No. 201, Sec. 2, Shi-Pai Road, Taipei 112, Taiwan
2
Department of Dermatology, Taipei Veterans General Hospital, No. 201, Sec. 2, Shi-Pai Road, Taipei 112, Taiwan
3
School of Medicine, National Yang-Ming University, No. 155, Sec. 2, Linong Street, Taipei 112, Taiwan
4
Department of Public Finance, National Chengchi University, Taipei 116, Taiwan
*
Author to whom correspondence should be addressed.
Received: 30 March 2018 / Revised: 29 May 2018 / Accepted: 30 May 2018 / Published: 1 June 2018
(This article belongs to the Section Health Economics)
Full-Text   |   PDF [650 KB, uploaded 1 June 2018]   |  

Abstract

In countries where the private clinics of physicians can be freely named, registering a clinic with a physician’s name is one way to make patients familiar with the physician. No previous study had investigated how clinics make use of this method of personal branding. Therefore, the current study analyzed 10,847 private physician Western medicine clinics in Taiwan. Of those clinics, 31.0% (n = 3363) were named with a physician’s full name, 8.9% (n = 960) with a surname, and 8.1% (n = 884) with a given name. The proportion of clinics registered with a physician’s name was lower in rural areas (37.3%) than in urban (48.5%) and suburban areas (49.2%), respectively. Among clinics with only one kind of specialist, a physician’s name was used most frequently in clinics of obstetrics and gynecology (64.9%), otorhinolaryngology (64.1%), and dermatology (63.4%). In Taiwan, fewer than half of clinics used a physician’s name as a brand. The sociocultural or strategic factors and real benefits of doing so could be further studied in the future for a better understanding of healthcare services management. View Full-Text
Keywords: names; eponym; private practice; personal branding; Taiwan names; eponym; private practice; personal branding; Taiwan
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Chu, F.-Y.; Dai, Y.-X.; Liu, J.-Y.; Chen, T.-J.; Chou, L.-F.; Hwang, S.-J. A Doctor’s Name as a Brand: A Nationwide Survey on Registered Clinic Names in Taiwan. Int. J. Environ. Res. Public Health 2018, 15, 1134.

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