Promoting Hospitals’ Brand Reputation through Mobile Apps. A Quantitative Analysis about the Best Hospitals in Spain

  1. Medina Aguerrebere, Pablo 1
  2. Medina, Eva 2
  3. Gonzalez Pacanowski, Toni 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: 2023

Volumen: 28

Número: 55

Páginas: 155-178

Tipo: Artículo

DOI: 10.1387/ZER.24634 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

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

Resumen

Este artículo evalúa cómo gestionan los hospitales las aplicaciones móviles para reforzar sus relaciones con los pacientes y promover sus marcas. Para ello, realizamos una revisión de literatura sobre la comunicación corporativa de los hospitales, sus iniciativas de marca y el uso de las aplicaciones móviles en esta área; posteriormente, definimos 36 indicadores para analizar de un modo cuantitativo cómo utilizan los 150 mejores hospitales de España las aplicaciones móviles para promocionar sus marcas. Concluimos que los hospitales deberían seguir una lógica de salud pública para desarrollar aplicaciones móviles que contribuyan a implementar un nuevo paradigma comunicativo entre los pacientes y los médicos.

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