Valuation of Intangible Assets of the Brand of a Medical Institution

Abstract

Modern conditions determine the need for effective use of the resources of medical institutions, including the intangible assets of the brand, as their intangible nature makes it difficult to measure them. The purpose of this article is to develop and substantiate a methodology for evaluating the effectiveness of intangible brand assets, including indicators such as the frequency with which a medical institution is mentioned in the information space, the number and nature of contacts with stakeholders, the number of repeated requests to the organization and the number of company activities. The methodological basis of the article is the dialectical method, as well as methods of comparative, correlation and regression analysis, which provide the possibility of establishing the degree and nature of the interdependence of the proposed criteria for evaluating intangible assets of the brand. Among the main results of the study, it is worth highlighting the creation of a methodology for assessing the intangible assets of the brand of a medical institution, which allows to establish the strengths and weaknesses of the organization in interaction with the external environment. The originality of the conducted research lies in the combination of generally accepted scientific methods and research tools for integrating quantitative indicators into the structural area of branding in order to develop an effective tool for evaluating the effectiveness of a medical institution to attract new consumers and retain the regular customers.