Evaluating Brand Identity Communication in Nigerian Healthcare Institutions

Healthcare institutions in Nigeria face growing competitive pressures and public trust challenges that require strategic brand identity communication aligned with quality service delivery and patient experience expectations. This study evaluated brand identity communication practices at selected Nigerian healthcare institutions. A professional evaluation combining structured interviews, visual communication audits, and patient communication experience assessment was conducted at five healthcare institutions: two private tertiary hospitals (Lagos and Enugu), one public teaching hospital (Ibadan), one private specialist clinic (Abuja), and a public general hospital (Kaduna). Fifteen communications and marketing managers were interviewed across the five institutions. Visual identity consistency across physical and digital touchpoints was audited using a 25-item brand identity consistency checklist. Patient communication experience was assessed through exit surveys with 80 patients across the five facilities. Results showed significant variation in brand identity communication sophistication between private and public institutions. Private institutions demonstrated stronger visual identity consistency (mean 72.4 percent compliance) compared to public institutions (mean 41.3 percent compliance). Patient communication experiences rated most poorly were appointment reminders (inadequate in 68.8 percent of cases) and discharge information quality (inadequate in 57.5 percent). Internal employee brand alignment was managed formally in only two institutions. The study recommends that all Nigerian healthcare institutions develop formal brand communication standards, extend brand identity beyond visual elements to patient experience touchpoints, and appoint dedicated healthcare communication professionals to manage brand consistency.

Keywords: brand identity communication, healthcare institutions, patient communication, Nigerian hospitals, corporate communication