Визуална комуникация и достъп до здравни грижи – аспекти на управлението на бранда
Visual Communication and Access to Healthcare – Aspects of Brand Management

Author(s): Stanimira Pashova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: visual communication; healthcare branding; public hospitals; accessibility; visual identity; brand management
Summary/Abstract: Visual communication is a key factor shaping patient accessibility, institutional transparency, and trust in public healthcare. This article examines how visual identity and design principles influence perception, orientation, and overall brand management in public hospitals in Bulgaria. Drawing on theoretical perspectives from visual culture and health communication, the study explores how coherent visual systems support patient orientation, reduce cognitive barriers, and reinforce the institutional mission of public healthcare providers. The analysis builds on a comparative review of visual identity elements observed in state hospitals, including logos, typography, color systems, signage, and digital interfaces. The findings reveal several systemic challenges – fragmented visual identity, outdated digital environments, and weak internal communication – alongside notable opportunities for strengthening public trust through consistent, accessible, and human-centered design. The discussion places these results within broader frameworks of brand management and public health communication, emphasizing visual identity as not merely an aesthetic dimension but a strategic resource for enhancing credibility, competitiveness, and social legitimacy in the healthcare sector.

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