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

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

ISSN: 1137-1102

Argitalpen urtea: 2023

Alea: 28

Zenbakia: 55

Orrialdeak: 155-178

Mota: Artikulua

DOI: 10.1387/ZER.24634 DIALNET GOOGLE SCHOLAR lock_openSarbide irekia editor

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

Laburpena

This paper aims to evaluate how hospitals manage mobile applications to reinforce their relations with patients and promote their brands. To do that, we conducted a literature review about hospitals’ corporate communication, their branding initiatives, and their use of mobile apps for this purpose; then, we defined 36 indicators to quantitively analyze how the 150 best hospitals in Spain used mobile apps to promote their brands. We concluded that hospitals should follow a public health logic to develop mobile apps that contribute to establish a new communication paradigm among patients and doctors.

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