In the Digital Age, Branding for Sustainable Healthcare

The healthcare industry is evolving, with branding becoming a key strategy to enhance reputation, patient trust, and service quality. Strong healthcare branding supports Sustainable Development Goals (SDG) 3, 10, and 17 by promoting universal health coverage, reducing inequalities, and fostering global partnerships. This study systematically reviews healthcare branding research, focusing on key theories like Brand Equity, Service Quality, and Smart Branding. Using a systematic literature review (SLR) approach, it identifies the dominance of quantitative methods, particularly Structural Equation Modeling (SEM) and digital branding tools. Emerging trends include AI-driven branding, digital engagement, and medical tourism branding. The study highlights the need for further research on digital branding, cross-cultural perspectives, and AI integration to improve healthcare marketing. These insights benefit academics, healthcare practitioners, and policymakers in developing effective branding strategies to enhance service delivery and institutional credibility.