Faculty of Communication, Arts and Sciences

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Browsing Faculty of Communication, Arts and Sciences by Author "Aguerrebere, Pablo Medina"
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    Branding hospitals on social media through health professionals
    (Equinox Publishing Ltd, 2019) Aguerrebere, Pablo Medina
    Hospitals are facing a constantly changing context in which patients are becoming more demanding, public health education initiatives are regarded as increasingly important and hospital business models have to take account of constantly developing medical technologies. In order to better interact with internal and external stakeholders, hospitals try to reinforce their corporate communication strategies as well as their brand reputation by means that include using social media platforms. This literature review paper aims to better understand why health professionals have the potential to play a key role in hospitals’ branding initiatives through social media. First, I report the findings from studies of concepts related to corporate communication, branding and the connection between social media and personal branding; and, second, I propose a communication model – what I call the PMA branding model – to help hospitals build a brand reputation based on health professionals’ participation in corporate communication initiatives led by hospitals on social media. The paper concludes by showing that the PMA branding model consists of organisational tools based on a rigorous methodology that will help health professionals participate in branding initiatives led by the hospital through these platforms. Copyright © 2020 Equinox Publishing Ltd.
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    Hospital brand promotion through interpersonal communication maintained by health professionals on social media
    (Blanquerna School of Communication and International Relations, 2019) Aguerrebere, Pablo Medina
    The implementation of social media as a corporate communication tool, the new demands of patients, and greater competition between hospitals have led these organizations to rethink their communication strategies. The creation of a reputed brand that helps an organization to reinforce its strategic positioning in the health market has become a strategic priority for all hospitals. This literature review paper aims to analyze the impact on hospital brand construction of the interpersonal communication between health professionals and the organization's stakeholders in social media. This paper proposes a model of brand building based on the interpersonal communication carried out by these professionals in social media, and concludes that hospitals that want to build a reputed brand must take economic and management measures, implement communication plans and promote collaboration between health professionals and corporate communication experts. © 2019 Blanquerna School of Communication and International Relations. All rights reserved.
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    The role of social networks in brand communication in Canadian hospitals
    (University of Toronto Press Inc., 2018-09) Aguerrebere, Pablo Medina
    The development of communication technologies, patient demands and organizational changes require hospitals to build a renowned brand that help the organization to develop its strategic positioning. In this context, social media represent a strategic opportunity. This paper aims to analyse the real impact of social media in the branding communication of Canadian hospitals. To do this, we carried out a literature review about corporate communication; and, then we evaluated the use of social media as a corporate communication tool by the 100 best hospitals in Canada. This paper concludes that hospital communication on social media must respect three pillars: a) promote the audiovisual language, b) analyse the relations between publications and the increase of followers and c) work in a multidisciplinary way. © 2019 The Canadian Journal of Information and Library Science.
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    Twitter’s impact in building reputed hospital brands in USA
    (Obercom, 2020) Aguerrebere, Pablo Medina
    Social media have become a strategic tool for hospitals interested in boosting their corporate communication and achieving several organizational objectives such as improving patient's engagement or reinforcing their own corporate reputation. These platforms help hospitals adapt their communication strategies to a new context (new patients' demands, increasing competition between health organizations, development of health technologies, etc.). This paper aims to analyse Twitter's impact in branding initiatives led by hospitals. To do that, we carried out a literature review about corporate communication, branding and social media; and then, we analysed Twitter's corporate profiles of the best US hospitals in the treatment of oncological diseases. This paper concludes that hospitals interested in effectively using Twitter as a corporate communication tool for branding initiatives need to carry out a strategic reflection before launching any initiative on this platform, improve Twitter's integration with other social media platforms and mobile applications, and facilitate better collaborations between health professionals and communication experts. © 2020 Obercom. All rights reserved.