Online Brand Management in Canadian Hospitals

  1. Medina Aguerrebere, Pablo 1
  2. Gonzalez Pacanowski, Toni 2
  3. Medina, Eva 2
  1. 1 Canadian University Dubai
  2. 2 Universitat d'Alacant
    info

    Universitat d'Alacant

    Alicante, España

    ROR https://ror.org/05t8bcz72

Revista:
Zer: Revista de estudios de comunicación = Komunikazio ikasketen aldizkaria

ISSN: 1137-1102

Año de publicación: 2021

Volumen: 26

Número: 51

Páginas: 13-33

Tipo: Artículo

DOI: 10.1387/ZER.22667 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Zer: Revista de estudios de comunicación = Komunikazio ikasketen aldizkaria

Objetivos de desarrollo sostenible

Resumen

Este artículo tiene como objetivo evaluar el modo en que los hospitales canadienses gestionan Facebook, Twitter,Youtube así como sus propias páginas web para promover su marca y reforzar así su posicionamiento estratégic. Para ello, realizamos una revisión de la literatura sobre comunicación corporativa, branding y organizaciones de salud; y posteriormente, definimos 48 indicadores para analizar cómo los 85 mejores hospitales canadienses gestionaban Facebook, Twitter, Youtube así como su propia página web para promover su marca. Concluimos que la mayoría de los hospitales canadienses usaban su página web para difundir información periodística; Facebook y Twitter, para interactuar con los pacientes; y Youtube, para publicar vídeos sobre educación en salud.

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