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

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

ISSN: 1137-1102

Argitalpen urtea: 2021

Alea: 26

Zenbakia: 51

Orrialdeak: 13-33

Mota: Artikulua

DOI: 10.1387/ZER.22667 DIALNET GOOGLE SCHOLAR lock_openSarbide irekia editor

Beste argitalpen batzuk: Zer: Revista de estudios de comunicación = Komunikazio ikasketen aldizkaria

Garapen Iraunkorreko Helburuak

Laburpena

This paper aims to evaluate how Canadian hospitals manage Facebook, Twitter, Youtube and their own corporate websites to promote their brand and reinforce their strategic positioning. We carried out a literature review about corporate communication, branding and health organizations; and then, we defined 48 key performance indicators to analyze how the best 85 Canadian hospitals managed Facebook, Twitter, Youtube and their corporate website for promoting their brands. We concluded that most Canadian hospitals used their corporate website for disseminating journalistic information; Facebook and Twitter, for interacting with patients; and Youtube, for publishing videos about health education.

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