Research On The Brand Equity Model Of The Public Hospital From The Dual Perspective Of The Medical Staff And The Patient

China's public hospitals bear the important task of social welfare services. These hospitals have to face the various competition and impact in the health reform, so they need to explore appropriate brand communication strategy. The brand equity associates the concepts of the brand, brand names and logos. It contains great value beyond the value of tangible assets. To research the brand equity models, is a magic weapon to obtain the advantages of brand communications, and to enhance the market efficiency for the enterprise. In the paper, it establishes and analyzes the brand equity model of public hospitals through the dual perspective of the medical staff and the patients. Then, it discusses the brand communication strategy of the public hospitals under the China's national conditions.This study begins with a literature review. It teases out some methods of the brand equity models, and then it sorts out the conceptual model based on Aaker's brand equity research. With the Delphi Method, it determines the dimensions elements in the brand equity model of the public hospitals, and formulates the research questionnaires. It investigates 300 medical staff and 300 patients by the questionnaires, and then the research model is analyzed and revised. The findings demonstrate the strong positive correlation between the brand equity and its four dimensions—brand loyalty, perceived quality, brand associations and brand awareness, and it exists complex interactions between the dimensions. As the brand communication strategy of public hospitals, it is an unwise move to increase the brand awareness by advertising campaign simply. The hospital managers should pay attention to the perceived quality firstly, and intensify the brand awareness, the brand loyalty and positive brand association of the medical staff and the patients through comprehensive means. Ultimately, it will build the brand equity.