Stakeholders’ participation in hospitals’ branding initiatives on social media: a proposal model for building collective brands

Abstract

Introducción: Las organizaciones sanitarias hacen frente a muchos desafíos económicos y de gestión, como son la consolidación de los hospitales privados e internacionales, el creciente interés de la gente por la educación sanitaria o el desarrollo de la telemedicina. En este contexto, muchas organizaciones priorizan las redes sociales como principal herramienta de comunicación corporativa para construir una marca reputada de manera colectiva junto con los stakeholders (accionistas). Objetivos: Este artículo tiene como objetivo identificar un modelo de comunicación que permita a los hospitales aplicar de manera eficiente las iniciativas branding (entiquetar) en las redes sociales para construir así una marca colectiva junto con los stakeholders. Metodología: Llevamos a cabo una revisión bibliográfica sobre comunicación corporativa, comunicación de salud, branding y redes sociales; y, posteriormente, proponemos el Modelo PET para la promoción de la marca hospitalaria en redes sociales. Resultados y Conclusión: Los hospitales deben crear un departamento de comunicación corporativa multidisciplinar, implementar iniciativas de gestión para permitir que los profesionales de la salud tengan más tiempo para usar las redes sociales e integrar la educación sanitaria y el empoderamiento del paciente en cada iniciativa de comunicación.

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

“…Once the hospital has defined its brand, the next step is to implement communication initiatives to promote its uniqueness (Berg et al, 2021). To do that, these organizations manage different platforms, such as social media, online communities, mobile apps, and patient portals (Medina Aguerrebere, Pacanowski & Medina, 2020). Thanks to social media platforms, these organizations implement creative communication campaigns that reinforce the hospital's brand value (Shieh et al, 2020).…”

“…Thanks to social media platforms, these organizations implement creative communication campaigns that reinforce the hospital's brand value (Shieh et al, 2020). To efficiently achieve this goal, many hospitals set up an inhouse Social Media Unit that defines and executes an annual content plan whose main objective is to promote the hospital's brand (Medina Aguerrebere, Pacanowski & Medina, 2020). The Social Media Unit helps employees understand how to respect the hospital's brand when interacting with patients on social media platforms (Odoom, Narteh & Odoom, 2019).…”

“…However, managing hospitals' online reputation does not only refer to using technological platforms; these organizations must also promote employees' human values and protect patients' rights (Medina Aguerrebere, Pacanowski & Medina, 2020). Experts in branding hospitals consider patients' and doctors' perceptions from a medical, social, and human perspective (Mheidly & Fares, 2020).…”

Building smart brands through online and artificial intelligence tools: A quantitative analysis about the best hospitals in Spain

“…Hospitals promote their brands in an integrated way and provide stakeholders with meaningful content that is consistent with the organization's roots (Lithopoulos et al, 2021;Rindell & Santos, 2021). However, to efficiently implement a holistic authentic brand, the first step consists of defining the hospital's brand architecture: identity, values, culture, mission and vision (Medina et al, 2020). Identity refers to the hospital's purposes and beliefs and involves the use of symbols and behaviors (Singla & Sharma, 2021).…”

Promoting Hospitals’ Brand Reputation through Mobile Apps. A Quantitative Analysis about the Best Hospitals in Spain

“…Building a reputed brand is essential to reinforce the hospital's strategic positioning in the health market (Medina Aguerrebere et al, 2020). However, these organizations face different challenges.…”