La Construcción de Marcas Creíbles a través de las Páginas Web Corporativas
Un Análisis Cuantitativo sobre los Mejores Hospitales de Francia
Resumen
Introducción: Los hospitales usan sus páginas web para reforzar sus relaciones con los grupos de interés y construir la marca colectivamente con ellos. Objetivo: Este artículo tiene como objetivo analizar cómo utilizan los hospitales franceses sus páginas web para compartir contenidos que refuercen las relaciones con sus grupos de interés y así promover sus marcas. Metodología: Para ello, realizamos una revisión de la literatura sobre las iniciativas de comunicación corporativa, los esfuerzos de marca y las iniciativas de branding online de los hospitales. Posteriormente, definimos 40 indicadores de marca para analizar cuantitativamente cómo los 100 mejores hospitales de Francia usan sus páginas web para interactuar con los profesionales sanitarios, los pacientes, los medios de comunicación y los accionistas. Resultados: Nuestros resultados demostraron que la mayoría de los hospitales tenían una sección para profesionales sanitarios (61,62%), pacientes (96,97%), medios de comunicación (98,99%) y accionistas (100%); sin embargo, sólo respetaban, de media, 12,39 indicadores de marca de los 40 existentes. Conclusión: Concluimos que la mayoría de los hospitales franceses utilizaban sus páginas web para compartir información administrativa, pero no para promover el valor de marca de sus profesionales sanitarios ni para establecer una conexión emocional con los pacientes.
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