From Internal Branding to Sustainability: The Role of Organizational Communication in Private Healthcare Management

Sustaining high performance in private healthcare requires that internal organizational processes actively reinforce the values employees carry into their daily work. This study examines how organizational communication and internal branding shape employee commitment, positioning commitment as a foundational condition for sustainable organizational performance in health services. Drawing on quantitative data from 247 healthcare professionals, a structured questionnaire validated through reliability analysis and Confirmatory Factor Analysis was used to assess the direct and indirect pathways between these constructs. Multiple regression analysis confirmed that both organizational communication and internal branding are significant positive predictors of employee commitment, with communication carrying a marginally stronger direct effect. Mediation analysis further revealed that internal branding mediates the relationship between organizational communication and employee commitment, accounting for approximately 29 percent of the total effect. These findings suggest that coherent communication structures and well-anchored internal branding practices function as complementary mechanisms that, together, support the workforce stability and internal alignment that sustainable service delivery requires. The study concludes by proposing an integrated managerial framework that brings these two strategic levers into closer coordination, with the aim of advancing long-term organizational sustainability in the private healthcare sector.