Corporate Image as a Differentiation Strategy in Countries with Advertising Ban in Healthcare: A Study in the Covid-19 Crisis Period

The most important factor in the competitiveness of health institutions is the target consumer group. Countries with a ban on advertising in health have limited options to reach the target consumer group and create demand. In this context, the aim of this study is to investigate the effects of corporate image as an alternative competitive strategy in countries where advertising is prohibited. Conducting the study during the Covid 19 crisis period is also important in terms of evaluating the corporate image as a strategy that can be used in crisis periods. According to the results of the research, positive corporate image and patient satisfaction affect patient loyalty positively and significantly during the crisis period when the advertising ban is in place. In cases where advertising and promotion options are limited, corporate image can be used as an important differentiation strategy for health institutions in times of crisis.