Medicine together with humanities and media: An MHM model to move forward for health communication studies

Li, Zhenyi; Xu, Jing

doi:10.1016/j.ijnss.2020.07.011

Cited by 5 publications

(5 citation statements)

References 14 publications

(9 reference statements)

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“…When hospitals interact with patients, they implement communication initiatives based on meaningful values such as knowledge, education, emotions, and social support . This way, hospitals help their doctors and nurses improve their relations with patients (Li & Xu, 2020). However, our results proved that the best hospitals in the United Kingdom can still improve.…”

Section: Discussionmentioning

confidence: 66%

Building Reputed Brands through Smart Technologies: A Quantitative Analysis of the Best Hospitals in the United Kingdom

Medina Aguerrebere,

Medina,

Gonzalez Pacanowski

2023

EJMEDIA

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Smart technologies such as artificial intelligence and big data have transformed hospitals from a medical, management and communication perspective. This paper aims to analyze how the best hospitals in the United Kingdom manage these technologies to build a reputed brand. To do that, we conducted a literature review about smart technologies and online branding processes in hospitals. Then, we defined 34 indicators to evaluate how the 140 best hospitals in the United Kingdom managed smart technologies for branding purposes. Our results proved that most of them focused their branding efforts on patients (4.98 criteria out of 11 applicable), rather than journalists (3.01/11) or public authorities (2.16/6). We concluded that hospitals should implement an integrated marketing communication approach, use smart technologies to establish new organizational processes with stakeholders, and develop digital transformation plans to efficiently manage this process.

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Section: Discussionmentioning

confidence: 66%

Building Reputed Brands through Smart Technologies: A Quantitative Analysis of the Best Hospitals in the United Kingdom

Medina Aguerrebere,

Medina,

Gonzalez Pacanowski

2023

EJMEDIA

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“…Health communication experts implement branding initiatives based on three central values: accuracy, engagement, and credibility (Li and Xu 2020). These values are essential to promoting hospitals' brands and helping patients protect their right to quality information (Ancker et al 2020).…”

Section: Discussionmentioning

confidence: 99%

The Role of Smart Technologies in French Hospitals’ Branding Strategies

Medina Aguerrebere,

Medina,

Gonzalez Pacanowski

2024

Journalism and Media

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Hospitals resort to different initiatives to build their brands, including media relations, events, and marketing campaigns. However, they face several challenges related to legal frameworks, patients’ new demands, and hospitals’ digital transformation. This paper analyzes how the best hospitals in France manage smart technologies to enhance their relationships with stakeholders and reinforce their brands. We resorted to the World’s Best Hospitals 2023 to identify the 150 best hospitals in this country. Then, we defined 34 branding indicators to evaluate how each hospital managed smart technologies for branding purposes. We adapted these criteria to different platforms and targets: homepage (patients), online newsroom (media companies), About Us section (suppliers, shareholders, and public authorities), and artificial intelligence department (employees). When analyzing these criteria, we resorted to a binary system and only considered hospitals’ official websites. Our results proved that 98% of hospitals had a website, but not all respected the criteria related to the homepage (4.54 of 11), online newsroom (2.52 of 11), or About Us section (1.56 of 6). The best hospitals in France, according to the number of criteria respected, were Institut Curie-Oncology (20), Institut Gustave Roussy–Oncology (19), and Hôpital Paris Saint-Joseph (19). We concluded that French hospitals should implement collective branding processes that include all stakeholders, not just patients: media companies, public authorities, suppliers, shareholders, and employees. Moreover, these organizations should implement an in-house artificial intelligence department that leads a digital transformation from a medical, branding, and communication perspective. Finally, French hospitals’ branding efforts on smart platforms should focus more on content about the brand so that stakeholders understand the uniqueness of these organizations.

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“…Experts in branding hospitals consider patients' and doctors' perceptions from a medical, social, and human perspective (Mheidly & Fares, 2020). For this reason, several hospitals recruit experts in humanities -philosophy, sociology, etc.-to launch branding initiatives (Li & Xu, 2020) that promote values such as knowledge, empathy, compassion, and transparency (Shafiee, Ansari & Mahjob, 2022). According to these experts, doctors and nurses must respect four principles when they use social media, websites, and mobile apps for branding purposes: a) complying with ethical standards and legal frameworks (Nageshwaran, Harris & Guerche-Seblain, 2021); b) respecting stakeholders' rights to know how their data are used and requiring them an informed consent when needed (Schmit et al, 2020); c) helping stakeholders, especially patients, in a honest way without judging them (Véliz, 2019); and d) sharing information allowing stakeholders to understand the hospital's brand in an unbiased way (Reed-Berendt, Dove & Pareek, 2020).…”

Section: Smart Reputation Managementmentioning

confidence: 99%

Promoting Hospitals’ Reputation through Smart Branding Initiatives. A Quantitative Analysis of the Best Hospitals in the United States

Medina-Aguerrebere,

Medina,

González-Pacanowski

2024

Communication & Society

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Hospitals use different technological tools to implement corporate communication initiatives and, in this way, improve their relationships with stakeholders (employees, patients, media companies) and build a reputed brand. However, they face different barriers: limited budgets for corporate communication, strict legal frameworks, and stakeholders’ new needs regarding information and emotional support. This paper aims to analyze how the 100 best hospitals in the United States manage smart technologies to promote their brand. To do that, we conducted a literature review about smart hospitals, branding, and corporate communication; and then we defined 34 quantitative indicators to evaluate how the hospitals previously mentioned managed their websites, online newsrooms, about us sections, and artificial intelligence department web sites for reputation purposes. Our results proved that most hospitals respected indicators related to the homepage (8.67/11) but not those referring to online newsrooms (4.44/11) or about us sections (2.66/6). Besides, only 23 hospitals had implemented a department specialized in artificial intelligence that collaborated with external organizations. We concluded that most American hospitals focused their reputation efforts on patients rather than other targets (media companies, employees, suppliers, shareholders); and that these organizations did not integrate enough artificial intelligence projects into their smart branding initiatives.

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Medicine together with humanities and media: An MHM model to move forward for health communication studies

Cited by 5 publications

References 14 publications

Building Reputed Brands through Smart Technologies: A Quantitative Analysis of the Best Hospitals in the United Kingdom

Building Reputed Brands through Smart Technologies: A Quantitative Analysis of the Best Hospitals in the United Kingdom

The Role of Smart Technologies in French Hospitals’ Branding Strategies

Promoting Hospitals’ Reputation through Smart Branding Initiatives. A Quantitative Analysis of the Best Hospitals in the United States

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