Varumärken på den digitala vårdmarknaden : En kvantitativ studie om hur de digitala vårdgivarnas varumärken i Sverige uppfattas av konsumenterna

Sammanfattning: Digital healthcare is a relatively new market which brings along some challenges. The transfer from a traditional physical healthcare with its natural trustworthiness and reliability for the consumers to a digital space is a major challenge. Along with the fact that the new market comes with a lot of competition that forces the digital caregivers to distinguish themselves with their brands. Since the market for digital healthcare is relatively new there is a gap in the knowledge regarding how consumers perceive the brands of the digital caregivers, which is the basis of the purpose of this study.  The purpose of this study is to map how consumers perceive the brands in the market of digital healthcare. To answer the purpose the study uses a deductive approach including theories about customer-based brand equity, brand personality and brand attitude. Through a quantitative method with a cross-sectional design and a survey, data has been collected to be analyzed with the theories to answer the research questions and purpose of the study. The digital caregivers that are included in the study is Kry, Doktor.se, Min Doktor, Doktor24 and 1177 Vårdguiden.The conclusions that could be drawn based on the analysis was that the brands who succeeded the most in creating brand awareness were also the brands that were perceived in a more positive light by the consumers. The analysis also showed that some of the digital caregivers brands had not yet been able to build the brand awareness that can lead to a more positive perception and therefore was perceived in a neutral and negative manner. 1177 Vårdguiden differentiated itself in most aspects in relation to the private digital caregivers since they already had an established brand prior to the birth of the digital healthcare market.