The trust in the medical organization
AbstractManagement of domestic medical organizations (MO) is faced with a choice of their priorities and models of interaction with the population and its individual members. A social partnership, based on a relationship of trust, is one of the main objectives for a management of MO, for specialists in public relations, who work with people, since a trust of patients has an importance for the financial situation of MO. BuiLding a confidence of an individuaL to an organization means an identification of main target-factors, on which management shouLd have an impact. The proposed research describes the modeL of communication of an organization with a person when: there is no active interaction (prior interaction) between subjects of communication; their sociaL and perception processes depend on the image of an organization or its representative. The common aim of the research (theoreticaL and empiricaL) is to identify and expLore sociaL and psychoLogicaL factors, which influence on the trust to MO among medicaL services consumers.
Keywords:trust, image of a medical institution, fashion, advertising, public relations, social partnership
HEALTHCARE MANAGEMENT: news, views, education. Bulletin of VSHOUZ. 2017; (3): 53-71.