What Do the Health-care Providers Perceive and Experience about Health and Wellness Center Façade Branding? A Study in a Tribal District of Chhattisgarh

Abstract

Abstract Introduction: Brands for services and health-care services for that matter can permeate unique meanings to consumers. Objective: The main objective of this study was to understand the perception and experiences of service providers about the health and wellness enter (HWC) branding. Materials and Methods: The study adopted a qualitative research method in which in-depth interviews of health-care service providers were carried out to capture their perceptions and experiences on HWC branding. Results: Two thematic areas emerged after the analysis of the collected data. Bada Hospital (Big Hospital): the service providers stated that the local inhabitants ask about the six thematic circles portrayed on the wall of HWCs and their role in this newly renovated building. After knowing the six priority service packages available, the locals perceived that this facility has now become a Bada hospital that can cater to their wider health-care needs. Incremental Trust: the service providers stated that the local tribal inhabitants, after perceiving this as a Bada Hospital, have started accessing health services in HWCs with less trust in faith healers. The locals also knew that the HWCs can provide them with medications including the injectables that they prefer the most and can also conduct some procedures, both medical and surgical, with adequate drugs, instruments, and consumables, thereby creating an incremental trust of the locals with 3–4 times more outpatient department footfall. Conclusion: The service providers perceive that the branding has created trust for the HWCs and improved the health-seeking behavior in the catchment areas.