Features of image formation in the medical and social sphere

Abstract

The image of an institution or business is an image of an organization that exists in the minds of the people. You could even say that in any organization there is an image regardless of who is working on it and whether they work on it at all. Psychologists by image understand the nature of the stereotype that has developed in the mass consciousness and has an emotionally colored image of someone or something. The image refl ects the social expectations of a particular group. The formation of the image is spontaneous, but more often it is the result of the work of a specialist. Starting to create an image, it is necessary to fi nd out, fi rstly, the type of activity of the institution now and in the future, and secondly, how the goods (services) of the institution differ from the goods (services) of competitors. In the conditions of market competition the image plays the main role in formation of fi rm stability. Image concern is a sign of developing organizations seeking to find their faces, harmonious ways of coexisting with society. Creating an image is a matter of strategic planning for the company. An attractive image of the company can work for many years and support the company in diffi cult circumstances. Therefore, the formation of the image should be based (mainly) on those concepts and material objects that are associated with consumers with eternal values of life. In general, the image of the enterprise is created through the communication of the enterprise with public groups by communicating to them information about the enterprise, its advantages and opportunities, their fulfilled social roles and functions, and depends on the social environment, social norms and values. The article provides a relevance of the study of image model and structure of health facility. The analysis of main characteristics of health facility image was performed. An algorithm for image formation of the addiction clinic and tasks for further theoretical and practical research of the selection criteria used by the clients of narcological facilities were developed. The psychological qualities and constitutions of the clients of narcological facilities will be also determined.