El impacto de las redes sociales en las iniciativas de marca de los hospitales

Análisis sobre los mejores hospitales del mundo

  • Pablo Medina Aguerrebere Canadian University Dubai
  • Eva Medina School of Communication and Psychology, University of Alicante, Spain
  • Toni Gonzalez Pacanowski School of Communication and Psychology, University of Alicante, Spain
Palabras clave: hospital, comunicación corporativa, marca, reputación, redes sociales

Resumen

Introducción: Los hospitales hacen frente a un contexto cambiante que les obliga a acelerar su transformación digital: cibersalud, nuevos modelos de negocio, competencia global, etc. En este contexto, las redes sociales se han convertido en una herramienta útil para transformar dichos hospitales y mejorar su imagen pública. Objetivo: Este artículo tiene como objetivo analizar cómo los mejores hospitales del mundo gestionan las redes sociales para difundir contenido relacionado con la marca y de este modo reforzar su reputación. Metodología: Para ello, realizamos una revisión bibliográfica sobre comunicación en salud, redes sociales y marcas; posteriormente, analizamos cómo los 100 mejores hospitales del mundo gestionan sus redes sociales (Facebook, Twitter, Youtube), así como sus propios sitios web corporativos para promover su marca; y finalmente, proponemos diferentes implicaciones de gestión. Resultados: La mayor parte de los hospitales recurren a su página web (76%) y sus perfiles corporativos en Facebook (78%), Twitter (73%) y Youtube (78%) para promocionar su marca. Conclusiones: Los hospitales deben priorizar un enfoque de comunicación corporativa, centrarse en contenido útil para cada stakeholder y promover sesiones de formación para ayudar a los empleados a convertirse en embajadores de marca.

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Publicado
2022-05-25
Cómo citar
Medina Aguerrebere, P., Medina, E., & Gonzalez Pacanowski, T. (2022). El impacto de las redes sociales en las iniciativas de marca de los hospitales: Análisis sobre los mejores hospitales del mundo. REVISTA ESPAÑOLA DE COMUNICACIÓN EN SALUD, 13(1), 19-32. https://doi.org/10.20318/recs.2022.6274
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