Stakeholders’ participation in hospitals’ branding initiatives on social media: a proposal model for building collective brands
Abstract
Introduction: All health organizations face many managerial and economic challenges such as the consolidation of private and international hospitals, the increasingly interest of society for health education issues or the development of telemedicine. In this framework, many organizations prioritize social media as the main corporate communication tool for building a reputed brand in a collective way along with stakeholders. Objectives: This paper aims to identify a communication model allowing hospitals to efficiently apply branding initiatives on social media in order to build a brand in a collective way with stakeholders. Methodology: We carried out a literature review about corporate communication, health communication, branding and social media; and, then, we proposed the PET Model for Branding Hospitals on Social Media. Results and Conclusion: We conclude that hospitals should create a multidisciplinar corporate communication department, implement management initiatives for allowing health professionals have more time for using social media and integrate health education and patient’s empowerment in every communication initiative.
Downloads
All articles published in this journal –unless otherwise stated- are distributed under the terms of the Creative Commons Attribution-NoDerives (CC-BY-ND 3.0 ES) Spain 3.0 License, which allows others to copy, distribute and transmit in a public way as long as they credit the author(s), journal and institution that publish these articles, and provided that they are not altered or modified. The complete license can be consulted in: https://creativecommons.org/licenses/by/3.0/es/deed/.es
The copyright belongs to the manuscript’s author just on the basis of creating this work:
- Moral rights are undeniable and inalienable.
- Economic or exploitation rights can be transferred to third parties, as it occurs when articles are published and authors partially or totally transfer their exploitation rights to publishers
Authors can archive their own articles in an institutional repository as long as their publications are cited in this journal.