La renovación de las estrategias de comunicación online de los hospitales
Un enfoque humanista para crear marcas relevantes
Resumen
Introducción: Los hospitales implementan la inteligencia artificial, el big data y la telemedicina para acelerar su transformación digital y mejorar los estándares de calidad. Sin embargo, las estrategias de comunicación corporativa de estas organizaciones siguen siendo muy conservadoras (folletos, revistas, sitios web) e inconsistentes con los objetivos ambiciosos de dichas organizaciones. Objetivo: Este artículo de revisión bibliográfica analiza cómo los hospitales deberían utilizar la tecnología para modernizar sus estrategias de comunicación online y construir marcas más relevantes. Metodología: Para ello, realizamos una revisión de la literatura sobre los hospitales digitales, sus estrategias de marca y las necesidades humanísticas de sus públicos. Basándonos en dicha revisión, propusimos un modelo de comunicación online para ayudar a los hospitales a construir marcas creíbles. Conclusión: Concluimos que dichas organizaciones deberían centrar sus esfuerzos de comunicación en compartir contenido creíble que describa cómo sus iniciativas médicas contribuyen a mejorar la sociedad; además, deberían ayudar a sus públicos a mejorar su comprensión global sobre la atención sanitaria; y, finalmente, deberían facilitar que la Unidad de Comunicación Digital liderar una reflexión intelectual sobre cómo implantar un hospital inteligente desde una perspectiva tecnológica y humanista.
Descargas
Citas
Adebesin, F., & Mwalugha, R. (2020). The mediating role of organizational reputation and trust in the intention to use wearable health devices: a cross-country study. JMIR Mhealth and Uhealth, 8(6), e16721. https://doi.org/10.2196/16721
Alonso-Cañadas, J., Galán-Valdivieso, F., Saraite-Sariene, L., & Caba-Pérez, Carmen (2020). Committed to health: key factors to improve users’ online engagement through Facebook. International Journal of Environmental Research and Public Health, 17(6), 1814. https://doi.org/10.3390/ijerph17061814
Bakken, S. (2021). Patients and consumers (and the data they generate): an underutilized resource. Journal of the American Medical Informatics Association, 28(4), 675-676. https://doi.org/10.1093/jamia/ocab040
Basha, A., Rajitha, N., & Afreen, R. (2022). Employer branding: a new facet of the health care sector. International Journal of Engineering and Technical Research, 9 (11), 224-228.
Bassan, S. (2020). Data privacy considerations for telehealth consumers amid COVID-19. Journal of Law and the Biosciences, 7 (1), Isaa075. https://doi.org/10.1093/jlb/lsaa075
Bedi, D. (2021). Contemporary Media Relations: Potential of Twitter in Mediating Relationships Between Public Relations Practitioners and Journalists in New Zealand. Auckland: Auckland University of Technology.
Bian, X., & Haque, S. (2020). Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? Journal of Brand Management, 27 (4), 438–451. https://doi.org/10.1057/s41262-020-00189-4
Burr, C., Taddeo, M., & Floridi, L. (2020). The ethics of digital well-being: a thematic review. Science and Engineering Ethics, 26 (4), 2313–2343. https://doi.org/10.1007/s11948-020-00175-8
Butow, P., & Hoque, E. (2020). Using artificial intelligence to analyse and teach communication in healthcare. Breast, 50, 49-55. https://doi.org/10.1016/j.breast.2020.01.008
Cabezón Ruiz, S., & Morilla Romero de la Osa, R. (2021). Big data en salud: un nuevo paradigma para regular, un desafío para la justicia social. Revista Española de Salud Pública, 95, e202110150.
Castiglia, P., & Dettori, M. (2022). Second edition of the special issue “Strategies and Evidence in Health Communication: Evidence and Perspectives.” International Journal of Environmental Research and Public Health, 19(3), 1460. https://doi.org/10.3390/ijerph19031460
Cham, T., Cheng, B., Low, M., & Cheok, J. (2021). Brand image as the competitive edge for hospitals in medical Tourism. European Business Review, 33 (1). https://doi.org/10.1108/EBR-10-2019-0269
Chamberlain, S., Dutt, P., Godfrey, A., Mitra, R., Lefevre, A., Kerry, S., Mendiratta, J., Chauhan, V., & Arora, S. (2021). Ten lessons learnt: scaling and transitioning one of the largest mobile health communication programmes in the world to a national government. BMJ Global Health, 6 (5), e005341. https://doi.org/10.1136/bmjgh-2021-005341
Chaudhri, V., Oomen, T., Pridmore, J., & Joon, A. (2021). “CARE” in social media: perceptions of reputation in the healthcare sector. Journal of Communication Management, 25 (2), 125-141. https://doi.org/10.1108/JCOM-06- 2020-0059
Chen, R., & Liu, W. (2023). Managing healthcare employees’ burnout through micro-aspects of corporate social responsibility: A public health perspective. Frontiers in Public Health, 10, 1050867. https://doi.org/10.3389/fpubh.2022.1050867
Chen, J., & Wang, Y. (2021). Social media use for health purposes: systematic review. Journal of Medical Internet Research, 23(5), e17917. https://doi.org/10.2196/17917
Chou, W. (2021). Using content analysis to inform health communication efforts on social media: Is popularity the goal? Mhealth, 7, 40. https://doi.org/10.21037/mhealth-2020-1
Correa, E., Palacio López, S., Sánchez-Torres, J., Arrubla-Zapata, J., Gaviria-Martinez, L., Hernandez, Y. & Lopera, C. (2021). Effectiveness of social responsibility marketing in young millennials - Generation Y: analysis of three cases for brand positioning. Heliyon, 7 (10), 1-8. https://doi.org/10.1016/j.heliyon.2021.e08150
Creixans, J., Coenders, G., & Arimany, N. (2019). Corporate social responsibility and financial profile of Spanish private hospitals. Heliyon, 5 (10), e02623 https://doi.org/10.1016/j.heliyon.2019.e02623
Crossley, S., Balyan, R., Liu, J., Karter, A., McNamara, D., & Schillinger, D. (2020). Predicting the readability of physicians’ secure messages to improve health communication using novel linguistic features: Findings from the ECLIPPSE study. Journal of Community Health, 13(4), 1-13. https://doi.org/10.1080/17538068.2020.1822726
Dhagarra, D., Goswami, M., & Kumar, G. (2020). Impact of trust and privacy concerns on technology acceptance in healthcare: an Indian perspective. International Journal of Medical Informatics, 11 (141), 104164. https://doi.org/10.1016/j.ijmedinf.2020.104164
De Las Heras-Pedrosa, C., Rando-Cueto, D., Jambrino-Maldonado, C., & Paniagua-Rojano, F. (2020). Exploring the social media on the communication professionals in public health. Spanish Official Medical Colleges Case Study. International Journal of Environmental Research and Public Health, 17(13), 4859. https://doi.org/10.3390/ijerph17134859
Deloitte (2017). How digital technologies can change hospitals globally. London: Deloitte. Driever, E., Stiggelbout, A., & Brand, P. (2020). Shared decision making: Physicians’ preferred role, usual role, and their perception of its key components. Patient Education and Counseling, 103 (1), 77-82. https://doi.org/10.1016/j.pec.2019.08.004
Dumitrascu, A., Burton, C., Dawson, N., Thomas, C., Nordan, L., Greig, H., Aljabri, D., & Naessens, J. (2018). Patient portal use and hospital outcomes. Journal of the American Medical Informatics Association, 25 (4), 447–453. https://doi.org/10.1093/jamia/ocx149
Elrod, J., & Fortenberry, J. (2020). Public relations in health and medicine: using publicity and other unpaid promotional methods to engage audiences. BMC Health Services Research, 20 (1), 821. https://doi.org/10.1186/s12913-020-05602-x
European Commission (2002). European Charter of Patient’s Rights. Document retrieved from: https://ec.europa.eu/health/ph_overview/co_operation/mobility/docs/health_services_co108_en.pdf (11.01.2024)
Farsi, D. (2021). Social media and health care, part I: a literature review of social media use by health care providers. Journal of Medical Internet Research, 23(4), e23205. https://doi.org/10.2196/23205
Ferretti, A., Ienca, M., Hurst, S., & Vayena, E. (2020). Big data, biomedical research, and ethics review: new challenges for IRBs. Ethics & Human Research, 42(5), 17-28. https://doi.org/10.1002/eahr.500065
Godsey, J., Houghton, D., & Hayes, T. (2020). Registered nurse perceptions of factors contributing to the inconsistent brand image of the nursing profession. Nursing Outlook, 68(6), 808–821. https://doi.org/10.1016/j.outlook.2020.06.005
Górska-Warsewicz, H. (2022). Consumer or patient determinants of hospital brand equity—a systematic literature review. International Journal of Environmental Research and Public Health, 19 (15), 9026. https://doi.org/10.3390/ijerph19159026
Grossman, L., Creber, R., Benda, N., Wright, D., Vawdrey, D., & Ancker, J. (2019). Interventions to increase patient portal use in vulnerable populations: a systematic review. Journal of the American Medical Informatics Association, 26 (8), 855–870. https://doi.org/10.1093/jamia/ocz023
Hager, A., Lindblad, S., Brommels, M., Salomonsson, S., & Wannheden, C. (2021). Sharing patient-controlled real world data through the application of the theory of commons: action research case study. Journal of Medical Internet Research, 23(1), e16842. https://doi.org/10.2196/16842
Hart, B., & Phau, I. (2022). Conceptualizing attitudes towards brand genuinuity: scale development and validation. Journal of Brand Management, 29 (3), 1-14. https://doi.org/10.1057/s41262-022-00272-y
Holmes, J., Soualmia, L., & Séroussi, B. (2018). A 21st-century embarrassment of riches: the balance between health data access, usage, and sharing. Yearbook of Medical Informatics, 27(1), 5-6. https://doi.org/10.1055/s-0038-1641213
Hoogenbosch, B., Postma, J., De Man-van Ginkel, J., Tiemessen, N., van Delden, J., & van Os-Medendorp, H. (2018). Use and the users of a patient portal: a cross-sectional study. Journal of Medical Internet Research, 20(9), e262. https://doi.org/10.2196/jmir.9418
Howe, E., & Elenberg, F. (2020). Ethical challenges posed by big data. Innovations in Clinical Neuroscience, 17(10), 24-30. https://doi.org/10.1007/s10067-020-04969-w
Human Rights Career (2023). Top 20 current global issues we must address. Document retrieved from https://www.humanrightscareers.com/issues/current-global-issues/ (10.01.2024).
Huo, J., Desai, R., Hong, Y., Turner, K., Mainous, A., & Bian, J. (2019). Use of social media in health communication: findings from the health information national trends survey 2013, 2014, and 2017. Cancer Control, 26 (1), 30995864. https://doi.org/10.1177/1073274819841442
Janssen, A., Keep, M., Selvadurai, H., Kench, A., Hunt, S., Simonds, S., Marshall, T., Hatton, L., Dalla-Pozza, L., & McCullagh, C. (2021). Factors that influence the use of a patient portal by health professionals. International Journal of Environmental Research and Public Health, 18 (4), 1877. https://doi.org/10.3390/ijerph18041877
Jenkins, E., Ilicic, J., Barklamb, A., & McCaffrey, T. (2020). Assessing the credibility and authenticity of social media content. Lessons and applications for health communication: a scoping review of the literature. Journal of Medical Internet Research, 22(7), e17296. https://doi.org/10.2196/17296
Jiang, D., & Shi, G. (2021). Research on Data Security and Privacy Protection of Wearable Equipment in Healthcare. Journal of Healthcare Engineering, 3, 1-17. https://doi.org/10.1155/2021/6656204
Kaissis, G., Makowski, M., Rückert, D., & Braren, R. (2020). Secure, privacy-preserving, and federated machine learning in medical imaging. Nature Machine Intelligence, 2, 305–311. https://doi.org/10.1038/s42256-020-0186-1
Kessler, S., & Bachmann, E. (2022). Debunking health myths on the internet: the persuasive effect of (visual) online communication. Journal of Public Health, 30(8), 1823-1835. https://doi.org/10.1007/s10389-022-01694-3
Khan, F., & Alotaibi, S. (2020). Applications of artificial intelligence and big data analytics in m-health: a healthcare system perspective. Journal of Healthcare Engineering, 12, 8894694. https://doi.org/10.1155/2020/8894694
Khosravizadeh, O., Vatankhah, S., Baghian, N., Shahsavari, S., Ghaemmohamadi, M., & Ahadinezhad, B. (2021) The branding process for healthcare centers: Operational strategies from consumer’s identification to market development, International Journal of Healthcare Management, 14 (4), 956-964. https://doi.org/10.1080/20479700.2020.1723881
Khullar, D. (2019). Building trust in health care—why, where, and how. JAMA, 322(6), 507–509. https://doi.org/10.1001/jama.2019.4892
Klemm, C., Das, E., & Hartmann, T. (2019). Changed priorities ahead: Journalists’ shifting role perceptions when covering public health crises. Journalism, 20(9), 1223-1241. https://doi.org/10.1177/1464884917692820
Kooij, L., Groen, W., & van Harten, W. (2018). Barriers and facilitators affecting patient portal implementation from an organizational perspective: a qualitative study. Journal of Medical Internet Research, 20(5), e183. https://doi.org/10.2196/jmir.8989
Kordzadeh, N., & Young, D. (2018). Exploring hospitals’ use of Facebook: thematic analysis. Journal of Medical Internet Research, 20(5), e190. https://doi.org/10.2196/jmir.9549
Kreps, G. (2020). The value of health communication scholarship: New directions for health communication inquiry. International Journal of Nursing Sciences, 10 (7), 4-7. https://doi.org/10.1016/j.ijnss.2020.04.007
Kumar, D., & Gupta, P. (2021). Hospitals as social brands: building brands by serving society. In: Borges, A., & Rodrigues, P. (ed.), New Techniques for Branding Management in the Health Sector (pp. 17-31). Pennsylvania: IGI Global.
Li, W., Chai, Y., Khan, F., Jan, S., Verma, S., Menon, V., & Li, X. (2021). A comprehensive survey on machine learning based big data analytics for IoT-enabled smart healthcare Systems. Mobile Network and Applications, 26, 234–252. https://doi.org/10.1007/s11036-020-01700-6
Li, Z., & Xu, J. (2020). Medicine together with humanities and media: An MHM model to move forward for health communication studies. International Journal of Nursing Sciences, 7(1), S1–S3. https://doi.org/10.1016/j. ijnss.2020.07.011
Lin, L., & Hou, Z. (2020). Combat COVID-19 with artificial intelligence and big data. Journal of Travel Medicine, 27(5), taaa080. https://doi.org/10.1093/jtm/taaa080
Lithopoulos, A., Evans, D., Faulkner, G., & Rhodes, R. (2021). Marketing physical activity? Exploring the role of brand resonance in health promotion. Journal of Health Communication, 26(10), 675-683. https://doi.org/10.1080/10810 730.2021.1989524
Liu, H., Crespo, R., & Martínez, O. (2020). Enhancing privacy and data security across healthcare applications using blockchain and distributed ledger concepts. Healthcare, 8(3), 243. https://doi.org/10.3390/healthcare8030243
Liu, B., Fowler, B., Roberts, H., & Herovic, E. (2018). Keeping hospitals operating during disasters through crisis communication preparedness. Public Relations Review, 44 (4), 585-597. https://doi.org/10.1016/j.pubrev.2018.06.002
Loučanová, E., Šupín, M., Čorejová, T., Repková-Štofková, K., Šupínová, M., Štofková, Z., & Olšiaková, M. (2021). Sustainability and branding: an integrated perspective of eco-innovation and brand. Sustainability, 13(2), 732. https://doi.org/10.3390/su13020732
Luo, Y., Oh, C., Jean, B., & Choe, E. (2020). Interrelationships between patients’ data tracking practices, data sharing practices, and health literacy: onsite survey study. Journal of Medical Internet Research, 22(12), e18937. https://doi.org/10.2196/18937
Lv, Z., & Qiao, L. (2020). Analysis of healthcare big data. Future Generation Computer Systems, 109 (1), 103-110. https://doi.org/10.1016/j.future.2020.03.039
Mackert, M., Mandell, D., Donovan, E., Walker, L., Garcia, M., & Bouchacourt, L. (2020). Mobile apps as audience centered health communication platforms. JMIR mHealth and uHealth, 9(8), e25425. https://doi.org/10.2196/preprints.25425
Mahmoud, M., Daboos, M., Gouda, S., Othman, A., Abdelmaboud, M., Hussein, M., & Akl, M. (2022). Telemedicine (virtual clinic) effectively delivers the required healthcare service for pediatric ambulatory surgical patients during the current era of the COVID-19 pandemic: A mixed descriptive study. Journal of Pediatric Surgery, 57(4), 630-636. https://doi.org/10.1016/j.jpedsurg.2021.11.018
Manrique de Lara, A., & Peláez-Ballestas, I. (2020). Big data and data processing in rheumatology: bioethical perspectives. Clinical Rheumatology, 39(4), 1007-1014. https://doi.org/10.1007/s10067-020-04969-w
Marca-Frances, G., Frigola-Reig, J., Menéndez-Signorini, J., Compte-Pujol, M., & Massana-Morera, E. (2020). Defining patient communication needs during hospitalization to improve patient experience and health literacy. BMC Health Services Research, 20(1), 131. https://doi.org/10.1186/s12913-020-4991-3
Mason, D., Glickstein, B., & Westphaln, K. (2018). Original Research: Journalists’ Experiences Using Nurses as Sources in Health News Stories. American Journal of Nursing, 118(10), 42-50. https://doi.org/10.1097/01.NAJ.0000546380.66303.a2
McKeown, A., Mourby, M., Harrison, P., Walker, S., Sheehan, M., & Singh, I. (2021). Ethical issues in consent for the reuse of data in health data platforms. Science and Engineering Ethics, 27 (1), 9. https://doi.org/10.1007/s11948- 021-00282-0
Medina Aguerrebere, P., Pacanowski, T., & Medina, E. (2020). Stakeholders’ participation in hospitals’ branding initiatives on social media: a proposal model for building collective brands. Revista Española de Comunicación en Salud, 11 (1). https://doi.org/10.20318/recs.2020.5097
Merminod, G., & Benaroyo, L. (2021). Ethical issues in public health communication: Practical suggestions from a qualitative study on campaigns about organ donation in Switzerland. Patient Education and Counseling, 105 (4), 881-886. https://doi.org/10.1016/j.pec.2021.07.012
Mheidly, N., & Fares, J. (2020). Health communication in low-income countries: A 60-year bibliometric and thematic analysis. Journal of Education and Health Promotion, 9, 163. https://doi.org/10.4103/jehp.jehp_384_20
Mina, A. (2020). Big data e inteligencia artificial en el futuro manejo de pacientes. ¿Por dónde empezar? ¿En qué punto nos encontramos? ¿Quo tendimus?. Avances en Medicina de Laboratorio, 1 (3), 20200052. https://doi.org/10.1515/almed-2020-0052
Mori, M., Khera, R., Lin, Z., Ross, J., Schulz, W., & Krumholz, H. (2020). The promise of big data and digital solutions in building a cardiovascular learning system: opportunities and barriers. Methodist DeBakey Cardiovascular Journal, 16(3), 212-219. https://doi.org/10.14797/mdcj-16-3-212
Morte Ferrer, R. (2021). Valoraciones éticas para una inteligencia artificial adecuada a la privacidad. Arbor, 197(802), a628. https://doi.org/10.3989/arbor.2021.802006
Murdoch, B. (2021). Privacy and artificial intelligence: challenges for protecting health information in a new era. BMC Medical Ethics, 22, 122. https://doi.org/10.1186/s12910-021-00687-3
Nageshwaran, G., Harris, R., & Guerche-Seblain, C. (2021). Review of the role of big data and digital technologies in controlling COVID-19 in Asia: Public health interest vs. privacy. Digital Health, 7, 20552076211002953. https://doi.org/10.1177/20552076211002953
Ni, Z., Wang, Y., & Qian, Y. (2021). Privacy policy compliance of chronic disease management apps in China: scale development and content evaluation. JMIR mHealth and uHealth, 9(1), e23409. https://doi.org/10.2196/23409
Nichols, H., Dababnah, S., Berger, Z., Long, C., & Sacco, P. (2021). Can you hear me now? Effects of patient-centered communication with young adults aged 26 to 39. Journal of Patient Experience, 8, 23743735211033116. https://doi.org/10.1177/23743735211033116
Nittari, G., Khuman, R., Baldoni, S., Pallotta, G., Battineni, G., Sirignano, A., Amenta, F., & Ricci, G. (2020). Telemedicine practice: review of the current ethical and legal challenges. Telemedicine and EHealth, 26(12), 1427-1437. https://doi.org/10.1089/tmj.2019.0158
Odoom, P., Narteh, B., & Odoom, R. (2019). Healthcare branding: Insights from Africa into health service customers’ repeat patronage intentions. International Journal of Healthcare Management, 14 (1), 1-13. https://doi.org/10.1080/20479700.2019.1688503
Piculell, E., Skär, L., Sanmartin, J., Anderberg, P., & Bohman, D. (2021). Using a mobile application for health communication to facilitate a sense of coherence: experiences of older persons with cognitive impairment. International Journal of Environmental Research and Public Health, 18(21),11332. https://doi.org/10.3390/ijerph182111332
Rahman, R., Langner, T., & Temme, D. (2021). Brand love: conceptual and empirical investigation of a holistic causal model. Journal of Brand Management, 28 (1), 609-642. https://doi.org/10.1057/s41262-021-00237-7
Ramon Fernández, F. (2021). Inteligencia artificial en la relación médico-paciente: Algunas cuestiones y propuestas de mejora. Revista Chilena de Derecho y Tecnología, 10 (1), 329-351. http://dx.doi.org/10.5354/0719-2584.2021.60931
Ratzan, S., Sommariva, S., & Rauh, L. (2020) Enhancing global health communication during a crisis: lessons from the COVID-19 pandemic. Public Health Research and Practice, 30(2), 3022010. https://doi.org/10.17061/phrp3022010
Razmus, W. (2021). Consumer Brand Engagement Beyond the “Likes.” Frontiers in Psychology, 12, 692000. https://doi.org/10.3389/fpsyg.2021.692000
Reed-Berendt, R., Dove, E., Pareek, M. (2020). UK-REACH study collaborative group. The ethical implications of big data research in public health: “big data ethics by design” in the UK-REACH study. Ethics and Human Research, 44(1), 2-17. https://doi.org/10.1002/eahr.500111
Reitsamer, B., & Brunner-Sperdin, A. (2021). It’s all about the brand: place brand credibility, place attachment, and consumer loyalty. Journal of Brand Management, 28, 291–301. https://doi.org/10.1057/s41262-020-00229-z
Rickert, J. (2020). On patient safety: the lure of artificial intelligence: are we jeopardizing our patients’ privacy? Clinical Orthopedics and Related Research, 478(4), 712-714. https://doi.org/10.1097/CORR.0000000000001189
Rindell, A., & Santos, F. (2021). What makes a corporate heritage brand authentic for consumers? A semiotic approach. Journal of Brand Management, 28, 545-558. https://doi.org/10.1057/s41262-021-00243-9
Rodrigues, M., Belarmino, A., Custódio, L., Gomes, I., & Ferreira, A. (2020). Communication in health work during the COVID-19 pandemic. Investigación y Educación en Enfermería, 38(3), e09. https://doi.org/10.17533/udea.iee. v38n3e09
Rubeis, G. (2022). iHealth: The ethics of artificial intelligence and big data in mental healthcare. Internet Interventions, 28, 100518. https://doi.org/10.1016/j.invent.2022.100518
Sakaguchi-Tang, D., Bosold, A., Choi, Y., & Turner, A. (2017). Patient portal use and experience among older adults: systematic review. JMIR Medical Informatics, 5(4), e38. https://doi.org/10.2196/medinform.8092
Salari, P., Noroozi, M., & Parsapour, A. (2022). Hospital-media relationship and patients’ privacy: codifying the ethical guideline. Central Asian Journal of Medical Hypotheses and Ethics, 3, 63-74. https://doi.org/10.47316/cajmhe.2022.3.1.06
Sander, F., Föhl, U., Walter, N., & Demmer, V. (2021). Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility, and attitude. Journal of Brand Management, 28, 429-445. https://doi.org/10.1057/s41262-021-00236-8
Sarosh, P., Parah, S., & Bhat, M. (2022). An efficient image encryption scheme for healthcare applications. Multimedia Tools and Applications, 25, 1-18. https://doi.org/10.1007/s11042-021-11812-0
Shafiee, R., Ansari, F., & Mahjob, H. (2022). Physicians’ brand personality: building brand personality scale. Services Marketing Quarterly, 43(1), 48-66. https://doi.org/10.1080/15332969.2021.1989890
Shi, M., Jiang, R., Hu, X., & Shang, J. (2020). A privacy protection method for health care big data management based on risk access control. Health Care Management Science, 23(3), 427-442. https://doi.org/10.1007/s10729-019- 09490-4
Shi, J., Poorisat, T., & Salmon, C. (2018). The use of social networking sites (SNSs) in health communication campaigns: review and recommendations. Health Communication, 33 (1), 49-56. https://doi.org/10.1080/10410236.2016.1242 035
Shieh, G., Wu, S., Tsai, C., Chang, C., Chang, T., Lui, P., Yao, Y., & Sheu, W. (2020). A strategic imperative for promoting hospital branding: analysis of outcome indicators. Interactive Journal of Medical Research, 9(1), e14546. https://doi.org/10.2196/14546
Shilo, S., Rossman, H., & Segal, E. (2020). Axes of a revolution: challenges and promises of big data in healthcare.Nature Medicine, 26, 29–38. https://doi.org/10.1038/s41591-019-0727-5
Sotto, S., Sharp, S., & Mac, J. (2020). The power of social media in the promotion and tenure of clinician educators. MedEdPORTAL, 16, 10943. https://doi.org/10.15766/mep_2374-8265.10943
Steenbruggen, R., van Heusden-Scholtalbers, L., Hoogeboom, T., Maas, M., Brand, P., & Wees, P. (2021). Impact and feasibility of a tailor-made patient communication quality improvement program for hospital-based physiotherapists: a mixed-methods study. BMJ Open Quality, 10(2), e001286. https://doi.org/10.1136/bmjoq-2020-001286
Stellefson, M., Paige, S., & Chaney, D. (2020). Evolving role of social media in health promotion: updated responsibilities for health education specialists. International Journal of Environmental Research and Public Health, 17 (4), 1153. https://doi.org/10.3390/ijerph17041153
Tangari, G., Ikram, M., Ijaz, K., Kaafar, M., & Berkovsky, S. (2021). Mobile health and privacy: a cross-sectional study. British Medical Journal, 373, 1248. https://doi.org/10.1136/bmj.n1248
Tarcan, G., Balcik, P., & Sapaz, B. (2019). Systematic evaluation of the websites: Hospital-based practice. International Journal of Healthcare Management, 13, 1-5. https://doi.org/10.1080/20479700.2018.1564445
Time (2019). 12 Innovations That Will Change Health Care and Medicine in the 2020s. Document retrieved from https://time.com/5710295/top-health-innovations/ (10.01.2024).
Tsai, W., Lun, D., Carcioppolo, N., & Chuan, C. (2021). Human versus chatbot: Understanding the role of emotion in health marketing communication for vaccines. Psychology and Marketing, 38(12), 2377-2392. https://doi.org/10.1001/10.1002/mar.21556
Tseng, H., Hung, W., Hwang, H., & Chang, C. (2020). Do patients’ privacy concerns influence their intention toward medical image exchange consent in Taiwan? Healthcare, 8(1), 14. https://doi.org/10.3390/healthcare8010014
Véliz, C. (2019). Not the doctor’s business: Privacy, personal responsibility, and data rights in medical settings. Bioethics, 34 (7), 712-718. http://dx.doi.org/10.1111/bioe.12711
Wang, Y., Wu, H., Lei, X., Shen, J., & Feng, Z. (2020). The influence of doctors’ online reputation on the sharing of outpatient experiences: an empirical study. Journal of Medical Internet Research, 22(12), e16691. https://doi.org/10.2196/16691
Wirth, F., Meurers, T., Johns, M., & Prasser, F. (2021). Privacy-preserving data sharing infrastructures for medical research: systematization and comparison. BMC Medical Informatics and Decision Making, 21, 242. https://doi.org/10.1186/s12911-021-01602-x
World Health Organization (2023). Health topics. Document retrieved from: https://www.who.int/health-topics (10.01.2024)
Wu, T., Deng, Z., Chen, Z., Zhang, D., Wu, X., & Wang, R. (2019). Predictors of patients’ loyalty toward doctors on web-based health communities: cross-sectional study. Journal of Medical Internet Research, 21(9), e14484. https://doi.org/10.2196/14484
Yantian, M., Ahmad, Z., Alkhairy, I., Alsuhabi, H., Alizadeh, M., & Mouhamed, M. (2022). Brand awareness via online media: an evidence using Instagram medium with statistical analysis. Computational Intelligence and Neuroscience, 2739685. https://doi.org/10.1155/2022/2739685
Ye, J. (2020). The role of health technology and informatics in a global public health emergency: practices and implications from the COVID-19 pandemic. JMIR Medical Informatics, 8(7), e19866. https://doi.org/10.2196/19866
Zerka, F., Barakat, S., Walsh, S., Bogowicz, M., Leijenaar, R., Jochems, A., Miraglio, B., Townend, D., & Lambin, P. (2020). Systematic review of privacy-preserving distributed machine learning from federated databases in health care. JCO Clinical Cancer Informatics, 4, 184-200. https://doi.org/10.1200/CCI.19.00047
Zhang, D., Lim, J., Zhou, L., & Dahl, A. (2021). Breaking the data value-privacy paradox in mobile mental health systems through user-centered privacy protection: a web-based survey study. JMIR Mental Health, 8(12), e31633. https://doi.org/10.2196/31633
Zhao, X. (2020). Health communication campaigns: A brief introduction and call for dialogue. International Journal of Nursing Sciences, 7 (1), S11-S15. https://doi.org/10.1016/j.ijnss.2020.04.009
Zhao, Y., Abbas, M., Samma, M., Ozkut, T., Munir, M., & Rasool, S. (2021). Exploring the relationship between corporate social responsibility, trust, corporate reputation, and brand equity. Frontiers in Psychology, 12, 766422. https://doi.org/10.3389/fpsyg.2021.766422
Zhao, J., Song, B., Anand, E., Schwartz, D., Panesar, M., Jackson, G., & Elkin, P. (2018). Barriers, facilitators, and solutions to optimal patient portal and personal health record use: a systematic literature review. AMIA Annual Symposium Proceeding, 1, 1913-1922.
Ziemba, J., Arenberg, S., Reustle, H., Allaf, M., & Haldeman, D. (2019). Consumers’ association of hospital reputation with healthcare quality. Journal for Healthcare Quality 41(4), 251-258. https://doi.org/10.1097/JHQ.0000000000000167
Los textos publicados en esta revista están –si no se indica lo contrario– bajo una licencia Reconocimiento-Sin obras derivadas 3.0 España de Creative Commons. Puede copiarlos, distribuirlos y comunicarlos públicamente siempre que cite su autor y la revista y la institución que los publica y no haga con ellos obras derivadas. La licencia completa se puede consultar en: http://creativecommons.org/licenses/by-nd/3.0/es/deed.es
Los derechos de autor pertenecen al autor de la obra por el mero hecho de su creación:
· Los derechos de contenido moral son irrenunciables e inalienables.
· Los derechos de contenido económico, o derechos de explotación, pueden ser cedidos a terceros como ocurre con los trabajos publicados, en los que el autor cede parte o la totalidad de estos derechos a la editorial.
El autor puede autoarchivar sus artículos en un repositorio institucional, siempre que se cite su publicación en esta revista.
