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Production of Branding Model for Health Services Based on Clients’ Expectations Approach
Masoomeh Abdi Talarposhti, Ghahraman Mahmoudi Alemi, Mohammad Ali Jahani,
Volume 15, Issue 4 (oct & Nov 2021)
Abstract
Background and Aim: One of the reasons that caused healths clients are feeling dissatisfaction with health organizations is expectations that they are creating and not able to meet according to their expectations. Therefore, the present study was conducted with the aim of production a branding model for health services with the of clients’ expectations approach.
Materials and Methods: This compound study was performed in 2021. The statistical population of this study in qualitative phase included 20 academic and institutional experts using snowball sampling and the Delphi technique. For the quantitative phase, 830 people referred to health centers were selected as service recipients. The validity of the questionnaire was confirmed by face, content, and structural validity, and its reliability was confirmed by Cronbach’s alpha of 0.96 Quantitative data were presented by EQS software version 6.1 with confirmatory factor analysis and using structural equations.
Results: The results of factor structure in healthcare branding based on six main themes of competitive position, brand equity, brand accessibility, brand consolidation in the minds of clients and the market, branding strategies, and consumer-brand relationship with 19 sub-themes based on the perspective of health services clients (CFI=0/9, TLI=0/9, SRMR=0/049, RMSEA=0/09) had a good fit and the internal consistency of the items had significant levels (P<0/05).
Conclusion: The results of this study show that 19 sub-main themes confirm the six-factor structure of health services branding and were one of the effective themes in branding from the perspective of clients. Since the branding of health services improves the quantity and quality of services provided in the health system, therefore, it is suggested that by creating innovation in the quantity and quality of services provided, access to health services, creating a competitive advantage and empowering employees and improving communication skills, an effective step can be taken in health services branding planning.

Comparison of the Effectiveness of Progressive Relaxation and Abdominal Breathing Technique on Pain Anxiety of Burning Deressing
Reza Saadat Mehr, Aram Karimian, Kamel Abdi, Fereshteh Bakhshian, Mehran Zarghami,
Volume 17, Issue 1 (3-2023)
Abstract
Background and Aim: Burned patients experience a high level of anxiety during dress changing. The use of complementary medicine is one of the methods of anxiety management that many studies have conducted about it in recent years. The purpose of this study was to compare the effectiveness of progressive relaxation with abdominal respiration technique on pain‌‌ anxiety of burn dressing. 
Materials and Methods: This study was a randomized clinical trial with a control group. We selected forty-five patients referred to Zare Hospital in Sari through simple sampling and assigned into three groups. The first group received relaxation intervention, the second group received respiratory technique intervention, and no intervention was performed in the control group. Burn Specific Pain Anxiety Scale (BSPAS) was used to measure pain-related anxiety. SPSS software version 20 was used to analyze the data. Descriptive statistics, ANOVA and Tukey’s post hoc test were used for data analysis.
Results: Based on the results, 28% of the participants in the study were single and 72% were married. In terms of age, most of the participants were between 31 and 40 years old. The findings showed that there was no significant difference between the mean pain anxiety levels in the three groups before the intervention. There was a significant difference in the average burn dressing pain anxiety after the intervention between the relaxation group and the control group (P<0.001) and the breathing techniques group and the control group (P<0.000), so that the average burn dressing pain anxiety in the group Relaxation was reduced by 8.60 units as compared to the control group and in the breathing techniques group by 11.60 units as compared to the control group.
Conclusions: The use of relaxation “techniques” and respiratory techniques, which are non-pharmacological methods, are recommended during dress changing in the burned patient. These methods are simple and inexpensive and can reduce the effects of pain anxiety during dress changing.

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