Las apps en la identidad digital hospitalaria: implicaciones en la reputación y tendencias = Apps in hospital digital identity: implications on reputation and trends

  • Toni González Pacanowski Departamento de Comunicación y Psicología Social, Universidad de Alicante, España
  • Pablo Medina Aguerrebere Facultad de Medicina, Universidad de Ginebra, Suiza
DOI: https://doi.org/10.20318/recs.2018.4255

Abstract

Resumen: La internacionalización y la competitividad creciente que caracterizan al sector hospitalario español han llevado a varios centros hospitalarios a potenciar su comunicación institucional como método para mejorar su reputación y así consolidar su posición en el mercado. Entre todas las iniciativas, destaca la apuesta por las apps de contenido médico cuyo objetivo es mejorar la relación establecida con el paciente. El objetivo de este artículo es estudiar el impacto de las apps de salud en la reputación de los hospitales. Para ello, se realiza una revisión bibliográfica y un trabajo de campo sobre apps estables im­pulsadas en el ámbito hospitalario en España. Dichas apps aportan valor a la reputación cuando difun­den información útil para el paciente, se orientan a las prioridades asistenciales del hospital y respetan la confidencialidad y la seguridad. (Investigación vinculada al Plan Nacional CSO2016-81882-REDT).

Palabras clave: hospital; comunicación institucional; reputación; marca; Internet; app.

Abstract: The internationalization and the increasing competitiveness that characterize the Spanish hospital sec­tor have led several hospitals to enhance their corporate communication as a method to improve their reputation and thus consolidate their position in the market. Among all initiatives, the emphasis is on medical apps whose goal is to improve the relationship established with the patient. This paper aims to study the impact of health apps on the hospitals’ reputation. To do this, we carried out a literature review and a fieldwork about the apps of the mains Spanish hospitals. The main conclusion is that apps add value to reputation when they disseminate information that is useful to the patient, responds to hospital care priorities and respects confidentiality and security.

Keywords: hospital; corporate communication; reputation; Brand; Internet; app.

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Published
2018-06-29
How to Cite
González Pacanowski, T., & Medina Aguerrebere, P. (2018). Las apps en la identidad digital hospitalaria: implicaciones en la reputación y tendencias = Apps in hospital digital identity: implications on reputation and trends. Revista Española De Comunicación En Salud , 9(1), 82-92. https://doi.org/10.20318/recs.2018.4255
Issue
RECS Vol. 9, Nº 1 (Enero-Junio 2018)
Section
Perspectives

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