FORMATION OF MARKETING COMMUNICATION STRATEGY WHEN INTRODUCING ENVIRONMENTAL INITIATIVES IN HEALTH CARE INSTITUTIONS

Abstract

Media is the most powerful tool to deliver a massage to the whole world and keep a company’s reputation strong and pure. ESG principles in a Healthcare sector are in need to be explained and communicated to the public. As they don’t look so much profitable for the stakeholders and investors on the surface as the other principles. ESG communication is sharing a healthcare company’s environmental, social, and governance performance with the public. Customers are now changing their attitude to the healthcare service and expect it to bare the same responsibility as any other business. And ESG principles are a part of it. According to our survey of consumer perception of healthcare environmental initiatives, respondents would rather support them then neglect. For that the media communication strategy was designed as a recommendation.