Visible elements of corporate culture in medical organizations: theoretical aspects and content analysis

The article describes the increasing role of the formation and development of corporate culture in modern medical organizations. An essential interpretation of the term «corporate culture» is presented, the main functions of corporate culture are highlighted. These functions important for the positioning of the organization in the field of strategic development, presentation in the public space, role in management processes, influence on the organization’s personnel. The article also discusses the levels of corporate culture allocated depending on the «visibility» for external audiences and the corresponding elements of corporate culture. The results of a content analysis of the «visible» elements of corporate culture at the surface and internal level for medical organizations in St. Petersburg are described. It concludes that the official resources of a medical organization on the Internet allow real and potential consumers of medical services to become familiar with the elements of the organization’s corporate culture.