Building Hospital Brands through Smart Technologies

  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

Journal:
Questiones publicitarias: revista internacional de comunicación y publicidad

ISSN: 1133-6870,  1988-8732

Year of publication: 2024

Volume: 7

Issue: 34

Pages: 67-82

Type: Article

DOI: 10.5565/REV/QP.398 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Questiones publicitarias: revista internacional de comunicación y publicidad

Abstract

Hospitals use corporate communications to strengthen their relationships with their audiences and build a reputable brand. We analyse how these organisations use smart technologies to promote their brand. We defined 34 indicators to analyse how the world's top 100 hospitals managed these technologies. We categorised these indicators into 4: a) patients and society; b) media; c) public authorities, suppliers and shareholders; d) employees. Hospitals used smart technologies to communicate with patients and should accelerate their digital transformation and implement collective brand building processes consistent with human values.

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