Building smart brands through online and artificial intelligence tools: A quantitative analysis about the best hospitals in Spain
Pablo Medina Aguerrebere,
Eva Medina,
Toni González Pacanowski
Abstract:Building a reputed brand constitutes a priority for hospitals interested in establishing positive relationships with their stakeholders. However, hospitals face different challenges: limited budgets, strict legal frameworks, etc. To overcome these challenges, many hospitals resort to online and artificial intelligence tools. This paper analyzes how hospitals manage both tools to improve their relationships with stakeholders and reinforce their brand reputation. To do that, we conducted a literature review abou… Show more
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