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Article
Publication date: 26 September 2024

Kelley Cours Anderson, Deidre Popovich, Kellilynn M. Frias and Mikaela Trussell

This study aims to explore unintended effects of branding in a healthcare environment. Children’s hospitals often treat both women and children. The current research examines the…

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Abstract

Purpose

This study aims to explore unintended effects of branding in a healthcare environment. Children’s hospitals often treat both women and children. The current research examines the implications of sub-branding women’s services and its potential impact on how patients and providers perceive these services.

Design/methodology/approach

A multi-actor qualitative method is used, incorporating in-depth interviews, focus groups and observations. This approach allowed for a comprehensive understanding of how hospital administrators, physicians, staff and patients perceive service exclusion when women’s services are located within a children’s hospital.

Findings

The findings suggest that sub-branding can have negative effects on both patients and providers. The data show that this can lead to service exclusion due to perceptions of confusion and a lack of belonging. As a result, sub-branding women’s services in a children’s hospital may unintentionally create a subordinated service environment for adult patients and their providers, which has important implications for policy and other service settings.

Originality/value

The authors introduce the concept of a subordinated service environment and explore how patients and providers perceive sub-branded women’s services in children’s hospitals. The study contributes to service theory by showing how and why branding efforts can unintentionally lead to service exclusion.

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