RESEARCH PROPOSAL

BRAND ENGAGEMENT IN
HEALTH CARE

PREPARED BY:KHUSHBOO MANCHANDA

BACKGROUND OF
PROBLEM

Brand
engagement
between
a
brand
and
its
consumers/potential consumers is a key objective of a brand
marketing effort.
In the marketing literature exists neither a clear nor a unitary
definition of this concept, but only an implicit knowledge
rooted in daily brand practices.
In BE practices and efforts, marketers faced many problems
and opportunities, acquiring a privileged and grounded in the
market perspective of the BE concept that it is important to
explore and understand in order to build a realistic conceptual
framework of the BE construct.

LITERATURE REVIEW
Brand engagement is the process of forming an emotional or rational attachment
between a person and a brand. It comprises one aspect of brand management.
What makes the topic complex is that brand engagement is partly created by
institutions and organizations, but is equally created by the perceptions, attitudes,
beliefs, and behaviors of those with whom these institutions and organizations are
communicating or engaging with.
Brand engagement (BE) is a recent concept in the marketing literature expanding
the domain of relationship marketing presently emphasized as a fundamental
driver of both consumer decision-making process and brand equity, being
generally considered by marketers as a priority in branding strategies.

OBJECTIVE OF THE
STUDY
To identify the framework of brand engagement to
acquire and retain the customers towards the brands.
To identify the percentage of consumers towards the
different types of hospitals.
To identify the modern aspects of brand engagement
i.e. external engagement and internal engagement
strategies of various brand of hospitals.
To study how brand engagement leads to the
consumer engagement.

PROBLEM STATEMENT
Our

hospitals branding and

messaging is not engaging to our
community. We do not do a good job
connecting our healthcare strategy
to the broader community.
CHALLENGES
Identify,
Vette (Diligent review), and
Train patient influencers to become
brand ambassadors for the hospital.

HYPOSTHESIS
A research hypothesis is the statement created by researchers when they speculate
upon the outcome of a research or experiment.
Every true experimental design must have this statement at the core of its
structure, as the ultimate aim of any experiment.
The hypothesis is generated via a number of means, but is usually the result of a
process of inductive reasoning where observations lead to the formation of a
theory. Scientists then use a large battery of deductive methods to arrive at a
hypothesis that is testable, falsifiable and realistic.

Continuee
Lets we take an assumption
For example :There are total 10 people
7 for national brand
3 for local brand
By applying different hypothesis test

For testing, we will analyzing and comparing our results against the null hypothesis, so our research must be
designed with this in mind. It is vitally important that the research we design produces results that will be
analyzable using statistical tests.
(alternate hypothesis)
(null hypothesis)

HYPOTHESIS
H1- Present scenario of brand engagement is favorable in hospitals of
Faridabad.
H2- Brand engagement leads to consumer engagement.
H3- The modern aspects of brand engagement i.e. external engagement
and internal engagement strategies of various brands of hospitals
H4- The percentage of consumers towards the different types of
hospitals

RESEARCH
METHODOLOGY

Research methodology may be understood as a science of

studying how research is done scientifically. In it we study the
various steps that are generally adopted by a researcher in
studying the research problem along with logic behind them.
Following are the steps and techniques which were used by
me.
The design of this research is descriptive research
We will use of qualitative research method in order to gather
employers and consumers perception in subject matter.
Quantitative research method is gather data will be integrated
in numbers and percentages.

RESEARCH DESIGN

Depending upon the objective of the research the

most suitable research design is Descriptive
Research . Since in the past there has been hardly
any study done on this type of project, so the
Descriptive Research is the best method suited for
the purpose. Moreover, Descriptive Research
looks for hypotheses and since my research has
also hypotheses and so according to me the method
best suited for my purpose is the Descriptive
Research.

POPULATION AND SAMPLE

SIZE

The population consists of patients in hospitals with different

level of illness and disease, employees of hospitals, top
management people of hospitals in Faridabad region.

SAMPLING TECHNIQUE

The

following techniques would be used for the

selection of the sample engagement of
customers towards brand in context of hospitals-:
1.The Random Sampling- For selection of
respondents from different segments in
Faridabad hospitals
2.Convenient Sampling- For selection of
respondents within segments.

DATA COLLECTION
All the information has been collected first hand and no
secondary data has been used.
TYPESOFDATAUSED
Basically there are two types of data which are used in marketing
research process
Primary Data
The methods of collecting primary data are as follows,
Interview
Questionnaire Design
The questionnaire is a structured technique for collecting primary
data in a survey. It is a series of written or verbal questions for
which the respondent provide complete and accurate information.

DATA ANALYSIS
The

instrumentation that will be used in this study is the set of

questionnaire which consist of respondent demography in section
A and n. research questions using a different scale in section B
The questionnaire is aimed to determine the engagement of
consumers towards brand and relationship between employee and
consumers towards brand engagement.
The data analysis is done after the data are collected. There are
two types of data acquired in this study:
a. quantitative data: after the completed questionnaires have
been collected, the resulting data will be tabulated and entered
into a spreadsheet in the SPSS program. Then, the data will be
summarized using descriptive statistic.
b. qualitative data : the interview transcripts will be read and
memos will be written. The interview transcripts will be classified
into several categories according to its theme .

CHAPTERISATION
Chapter

1 introduction to topic
Chapter 2 concept of brand
engagement
Chapter 3 scenario of hospitals in
faridabad
Chapter 4 research methodology
Chapter 5 data analysis
Chapter 6 findings
Chapter 7 conclusions and suggestions
Chapter 8 bibliography and annexure

BIBLIOGRAPHY
https://en.wikipedia.org/wiki/Brand_engagement
https://explorable.com/hypothesis-testing?gid=1577
https://explorable.com/research-hypothesis
Ahmed

and Rafiq, 2003 P. Ahmed, M. Rafiq Internal

marketing issues and challenges European Journal of
Marketing, 37 (2003), pp. 11771186
Alan M. Saks, (2006) "Antecedents and consequences
of employee engagement Journal of Managerial
Psychology, Vol. 21 Iss: 7, pp.600 619.
Alarcon, G. M., & Edwards, J. M. (2010). The
Relationship of Engagement, Job Satisfaction and
Turnover Intentions. Stress & Health, n/a. doi:
10.1002/smi.1365