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Personal brand of an osteopathic doctor as a promotion strategy in the market of medical services
https://doi.org/10.32885/2220-0975-2025-2-97-106
Abstract
The article is devoted to the signifi cance and peculiarities of forming a personal brand of an osteopathic doctor. The authors studied extensive material on this topic, made a terminological distinction of concepts close to the word «brand», formed the main recommendations for taking into account modern trends in the process of forming a personal brand, revealed the presence of an acute shortage of scientifi c and business publications on this topic.
About the Authors
E. S. Tregubova
I. I. Mechnikov North-Western State Medical University;
Saint-Petersburg State University
Russian Federation
Russian Federation
Elena S. Tregubova, Dr. Sci. (Med.), Professor, Professor of the Department of Osteopathy with a Course of Functional and Integrative Medicine; Professor
of the Scientifi c, Practical and Educational Center «Osteopathy» of the Medical Institute
Researcher ID I-3884-2015 Scopus Author ID: 7801407959
bld. 41 ul. Kirochnaya, Saint-Petersburg, Russia 191015
bld. 7/9 Universitetskaya nab., Saint-Petersburg, Russia 199034
O. V. Kuchina
North-West Institute of Management — Branch of the Russian Presidential Academy of National Economy and Public Administration
Russian Federation
Russian Federation
Olga V. Kuchina, Ph. D. (Econ.), Associate Professor, Associate Professor of the Department of Management
bld. 57/43 Sredniy pr. V. O., Saint-Petersburg, Russia 199178
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Review
For citations:
Tregubova E.S., Kuchina O.V. Personal brand of an osteopathic doctor as a promotion strategy in the market of medical services. Russian Osteopathic Journal. 2025;(2):97-106. (In Russ.) https://doi.org/10.32885/2220-0975-2025-2-97-106
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