The Role and Place of the Healthcare System in the Formation of the National Brand

Abstract

In the view of the snowballing development of digitalization processes and post-industrial society, the service sector is the main element of sustainable economic development, where human capital plays a key role. In the study, the authors noted that the individual and his needs came to the fore. So, it`s started to play a more significant role in the methodology of evaluation of national brand indices. However, during a deeper analysis, the question arises whether such techniques consider all aspects of the socio-economic life of the individual or focus on some of its elements. The research on this issue became particularly acute during the global SARS-CoV-2 pandemic, when most of the socially active population was forced to work distance and spent more time at home and when their lives depended heavily on the effectiveness of national health systems. This study tried to determine the correlations between the efficacy of national healthcare systems and indicators used in the national brand indices. The methodology of this study involved classical scientific research methods such as systems analysis, scientific abstraction, synthesis, and statistical analysis. Besides, VOSviewer software has been used to analyze a significant number of scientific publications, which include keywords like healthcare and the national brand. The data for bibliometric analysis were retrieved from the Scopus scientometric database. This bibliographic analysis presents the findings on the research directions in the analyzed scientific literature scope. The obtained results allowed us to determine the chronology and geography of publications. The systematization of theoretical results of research issues of assessing the impact of the national health care system on the international image perception of the country showed that this issue is almost undiscovered in domestic and international scientific studies. At the same time, this problem is increasingly important in the practical sphere. To confirm this hypothesis, the authors provide a practical case on the example of the analysis of the methodology of evaluation of national brands based on the Anholt Ipsos Nation Brands Index (NBI) and Best Countries (by US News & World Report). They were analyzed through the prism of assessing the national healthcare system by the Global Health Security Index.