Jorge Luis Guzman-Serratos , Raúl Daniel Martinez-Ramirez , Ismael Gutierrez-Jimenez , Alicia Vargas-Amésquita , Francisco Javier Aceves-Avila , Cesar Ramos-Remus
{"title":"墨西哥风湿病学协会的形象和企业形象分析：是否到了重新定义的时候？","authors":"Jorge Luis Guzman-Serratos , Raúl Daniel Martinez-Ramirez , Ismael Gutierrez-Jimenez , Alicia Vargas-Amésquita , Francisco Javier Aceves-Avila , Cesar Ramos-Remus","doi":"10.1016/j.reuma.2024.02.003","DOIUrl":null,"url":null,"abstract":"<div><h3>Introduction and objectives</h3><p>The Colegio Mexicano de Reumatología (CMR) is a corporation whose brand has two elements—image and identity—that differentiate it from other corporations. We evaluated aspects of CMR's corporate image and identity.</p></div><div><h3>Subjects and methods</h3><p>To assess corporate image, we designed a survey using proof-of-concept and discrete-choice-experiments approaches. It assessed which definition (orthopedist, rheumatologist, or rehabilitator) was most meaningful in four pain scenarios in healthy adults from the country's Western region.</p><p>We used discourse analysis and five readability indices of the CMR website to assess corporate identity.</p></div><div><h3>Results</h3><p>In total, 700 respondents were included. For every rheumatologist chosen in the hand scenario, respondents chose 1.13 orthopedists and 0.70 rehabilitators. For every rheumatologist chosen in the knee scenario, respondents chose 2.36 orthopedists and 0.64 rehabilitators, whereas 0.85 orthopedists and 0.58 rehabilitators were chosen in the arthritis scenario. Only 38% of the respondents preferred the CMR's definition of a rheumatologist to describe a rheumatologist.</p><p>The younger age group preferred orthopedists to rheumatologists (50% vs. 31%, <em>p</em> <!--><<!--> <!-->0.001). In the arthritis scenario, the choice of rheumatologist increased from 27% in the elementary school group to 49% in the university group (<em>p</em> <!--><<!--> <!-->0.001). Mother was the most influential in healthcare seeking.</p><p>The discursive analysis revealed that the CMR is positioned as a “we” restricted to “colleagues;” the patient did not have agentive representation. The semiotic structure of the CMR's mission/vision was deemed imprecise and lacking in statements of value and purpose; the readability scores indicated that the text was challenging and dry.</p></div><div><h3>Conclusions</h3><p>The CMR's corporate image does not differentiate it from other health providers. CMR's identity seems ambiguous with restricted directionality. It seems pertinent to redefine the CMR.</p></div>","PeriodicalId":1,"journal":{"name":"Accounts of Chemical Research","volume":null,"pages":null},"PeriodicalIF":16.4000,"publicationDate":"2024-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Analysis of the image and corporate identity of the Colegio Mexicano de Reumatologia: Is it time to redefine it?\",\"authors\":\"Jorge Luis Guzman-Serratos , Raúl Daniel Martinez-Ramirez , Ismael Gutierrez-Jimenez , Alicia Vargas-Amésquita , Francisco Javier Aceves-Avila , Cesar Ramos-Remus\",\"doi\":\"10.1016/j.reuma.2024.02.003\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><h3>Introduction and objectives</h3><p>The Colegio Mexicano de Reumatología (CMR) is a corporation whose brand has two elements—image and identity—that differentiate it from other corporations. We evaluated aspects of CMR's corporate image and identity.</p></div><div><h3>Subjects and methods</h3><p>To assess corporate image, we designed a survey using proof-of-concept and discrete-choice-experiments approaches. It assessed which definition (orthopedist, rheumatologist, or rehabilitator) was most meaningful in four pain scenarios in healthy adults from the country's Western region.</p><p>We used discourse analysis and five readability indices of the CMR website to assess corporate identity.</p></div><div><h3>Results</h3><p>In total, 700 respondents were included. For every rheumatologist chosen in the hand scenario, respondents chose 1.13 orthopedists and 0.70 rehabilitators. For every rheumatologist chosen in the knee scenario, respondents chose 2.36 orthopedists and 0.64 rehabilitators, whereas 0.85 orthopedists and 0.58 rehabilitators were chosen in the arthritis scenario. Only 38% of the respondents preferred the CMR's definition of a rheumatologist to describe a rheumatologist.</p><p>The younger age group preferred orthopedists to rheumatologists (50% vs. 31%, <em>p</em> <!--><<!--> <!-->0.001). In the arthritis scenario, the choice of rheumatologist increased from 27% in the elementary school group to 49% in the university group (<em>p</em> <!--><<!--> <!-->0.001). Mother was the most influential in healthcare seeking.</p><p>The discursive analysis revealed that the CMR is positioned as a “we” restricted to “colleagues;” the patient did not have agentive representation. The semiotic structure of the CMR's mission/vision was deemed imprecise and lacking in statements of value and purpose; the readability scores indicated that the text was challenging and dry.</p></div><div><h3>Conclusions</h3><p>The CMR's corporate image does not differentiate it from other health providers. CMR's identity seems ambiguous with restricted directionality. 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Analysis of the image and corporate identity of the Colegio Mexicano de Reumatologia: Is it time to redefine it?
Introduction and objectives
The Colegio Mexicano de Reumatología (CMR) is a corporation whose brand has two elements—image and identity—that differentiate it from other corporations. We evaluated aspects of CMR's corporate image and identity.
Subjects and methods
To assess corporate image, we designed a survey using proof-of-concept and discrete-choice-experiments approaches. It assessed which definition (orthopedist, rheumatologist, or rehabilitator) was most meaningful in four pain scenarios in healthy adults from the country's Western region.
We used discourse analysis and five readability indices of the CMR website to assess corporate identity.
Results
In total, 700 respondents were included. For every rheumatologist chosen in the hand scenario, respondents chose 1.13 orthopedists and 0.70 rehabilitators. For every rheumatologist chosen in the knee scenario, respondents chose 2.36 orthopedists and 0.64 rehabilitators, whereas 0.85 orthopedists and 0.58 rehabilitators were chosen in the arthritis scenario. Only 38% of the respondents preferred the CMR's definition of a rheumatologist to describe a rheumatologist.
The younger age group preferred orthopedists to rheumatologists (50% vs. 31%, p < 0.001). In the arthritis scenario, the choice of rheumatologist increased from 27% in the elementary school group to 49% in the university group (p < 0.001). Mother was the most influential in healthcare seeking.
The discursive analysis revealed that the CMR is positioned as a “we” restricted to “colleagues;” the patient did not have agentive representation. The semiotic structure of the CMR's mission/vision was deemed imprecise and lacking in statements of value and purpose; the readability scores indicated that the text was challenging and dry.
Conclusions
The CMR's corporate image does not differentiate it from other health providers. CMR's identity seems ambiguous with restricted directionality. It seems pertinent to redefine the CMR.
期刊介绍：
Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance.
Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.
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