The Specialist Doctor’s Brand in International Healthcare: Role of Digitalisation and Cybersecurity
The Specialist Doctor’s Brand in International Healthcare: Role of Digitalisation and Cybersecurity

Author(s): Martina Dimitrova
Subject(s): Politics / Political Sciences, Politics, Economy, Business Economy / Management, Welfare systems, Developing nations, ICT Information and Communications Technologies
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: doctor’s branding; international healthcare; digitalisation in healthcare; healthcare cybersecurity
Summary/Abstract: The post-pandemic dynamic environment of international healthcare has set branding as a fundamental differentiator for specialist doctors. This paper explores the intricate relationship between branding, digitalisation, cybersecurity and healthcare in an international setting, highlighting the collective significance of these elements for the favourable perception of a specialist doctor's brand. The rapidly evolving role of digital tools, such as telemedicine, online platforms and ai, emphasizes how a strong digital presence not only enhances patient engagement, but also ensures brand loyalty. In addition, the article draws upon the critical importance of cybersecurity in protecting a doctor’s brand. Building a strong brand presence in the healthcare sector, not so rarely attracts data breaches and cyber threats that might heavily undermine trust and reputation. This study acknowledges the challenges and forthcoming trends in healthcare branding to propose a comprehensive framework for integrating digitalisation and cybersecurity into an aligned branding strategy.

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