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Browsing Faculty of Communication, Arts and Sciences by Author "Aguerrebere, Pablo Medina"
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Item Branding hospitals on social media through health professionals(Equinox Publishing Ltd, 2019) Aguerrebere, Pablo MedinaHospitals 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.Item Building smart brands through online and artificial intelligence tools: A quantitative analysis about the best hospitals in Spain(Bastas, 2024-01) Aguerrebere, Pablo Medina; Medina, Eva; Pacanowski, Toni GonzálezBuilding a reputed brand constitutes a priority for hospitals interested in establishing positive relationships with their stakeholders. However, hospitals face different challenges: limited budgets, strict legal frameworks, etc. To overcome these challenges, many hospitals resort to online and artificial intelligence tools. This paper analyzes how hospitals manage both tools to improve their relationships with stakeholders and reinforce their brand reputation. To do that, we conducted a literature review about smart branding in hospitals, and then we defined 34 quantitative indicators to evaluate how the 100 best hospitals in Spain managed their websites, online newsrooms, about us sections and artificial intelligence departments for branding purposes. Our results proved that most hospitals focused their smart branding initiatives on patients (4.98 criteria out of 11) and not on media companies (3.14/11) or public authorities (3.14/6). We concluded that hospitals should implement integrated communication strategies, use artificial intelligence to brand their employees, and establish more professional practices in their communication departments. © 2024 by authors; licensee OJCMT by Bastas, CY.Item Digital Reputation Management in American Cancer Hospitals: A Proposed Model(Polish Communication Association, 2022-03) Aguerrebere, Pablo Medina; Medina, Eva; Pacanowski, Toni GonzalezCancer patients face complicated situations from an emotional, social and physical perspective. Hospitals help them through implementing corporate communication initiatives based on social media platforms. This win-win relationship allows hospitals to reinforce their brand reputation. This paper aims to better understand how cancer hospitals manage social media platforms for enhancing their brand as well as their relationships with stakeholders. To do that, we carried out a literature review about corporate communication in health organizations, as well as a content analysis about how the top 100 American cancer hospitals managed their corporate website as well as their corporate profile on Facebook, Twitter and YouTube for branding initiatives. Finally, we proposed the Reb Model for Branding Cancer Hospitals. We concluded that thanks to social media, cancer hospitals can reinforce their brand because these platforms allow them to promote human values, improve their internal processes and become a true source of scientific information. © 2022 Polish Communication Association. All rights reserved.Item Hospital brand promotion through interpersonal communication maintained by health professionals on social media(Blanquerna School of Communication and International Relations, 2019) Aguerrebere, Pablo MedinaThe 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.Item Managing Social Media for Making Cancer Hospitals’ Brands More Human: A Proposal Model based on a Literature Review(Review of Communication Research, 2023) Aguerrebere, Pablo Medina; Medina, Eva; Pacanowski, Toni GonzálezManaging social media constitutes a challenge for cancer hospitals: internal processes, quality information, and the role of employees. These organizations resort to social media to enhance their relations with stakeholders and promote their brands at the same time. This paper analyzes how cancer hospitals could use social media to associate their brands with human values (patients’ rights, honesty, integrity, kindness, compassion), and become more credible institutions. To do that, we conducted a literature review on cancer hospitals’ communication initiatives on social media: we considered three databases, four keywords, and six inclusion/exclusion criteria to gather papers published on this topic between 2011 and 2020. We identified 114 papers. Based on that, we developed the PET Branding Model, an online communication model that these hospitals can implement to associate their brands with human values. We concluded that cancer hospitals need to implement a Social Media Unit that employs people from different professional backgrounds and work according to protocols; prioritize a public health approach focused on satisfying stakeholders’ needs in terms of information; and train the hospital’s employees on how to use social media professionally © This work is licensed under the Creative Commons Attribution-NonCommercial-3.0 Unported LicenseItem Online Branding in the Healthcare Industry: A Quantitative Analysis on How the World's Best Smart Hospitals Promote their Brands through Mobile Apps(Universidade da Beira Interior, 2023) Aguerrebere, Pablo Medina; Medina, Eva; Pacanowski, Toni GonzalezArtificial intelligence, big data, telemedicine and mobile apps contribute to enhance hospitals' internal processes as well as patients' medical outcomes. This technology represents an opportunity to make hospitals' brands more credible. This paper analyzes how smart hospitals use mobile apps to improve their relations with stakeholders and promote their brands. To do that, we conducted a literature review about artificial intelligence, hospitals' branding strategies and mobile apps; then, based on this review, we defined 36 branding indicators; subsequently, we resorted to the World's Best Smart Hospitals 2023, an annual ranking developed by Newsweek and Statista, to analyze how the 300 best smart hospitals in the world managed mobile apps for branding purposes according to these 36 indicators. Our results proved that 57% of hospitals managed mobile apps for communication purposes, but only few of them used these platforms to interact with different stakeholders such as employees (32,7%) and media companies (2,3%), and this way build the organization's brand in a collective way. We concluded that hospitals should follow a branding logic, develop apps for different stakeholders and explain why using these platforms is consistent with the organization's brand. © 2023 Universidade da Beira Interior. All rights reserved.Item Promoting Health Brands through Social Media. A Quantitative Analysis about the World’s Best Cancer Hospitals(Servicio de Publicaciones de la Universidad de Navarra, 2022) Aguerrebere, Pablo Medina; Medina, Eva; Pacanowski, Toni GonzálezCancer hospitals enforce different initiatives to accelerate digital transformation, such as mobile health or artificial intelligence. Nevertheless, some health professionals are not willing to adopt these technologies. In order to change some employees’ perspectives, these hospitals resort to social media platforms. This paper aims to evaluate how the worlds’ best cancer hospitals manage social media platforms, as well as their corporate website, with the aim of disseminating brand-related content and reinforce their reputation. Therefore, we reviewed literature on cancer hospitals’ corporate communication strategies, brand, social media platforms and online patient communities. We then resorted to 48 quantitative indicators to analyze how the 200 best cancer hospitals in the world managed Facebook, Twitter and YouTube, as well as their corporate website, for branding purposes. In order to identify the 200 best hospitals, we explored the World’s Best Specialized Hospitals 2021, an annual ranking published by Newsweek and Statista. The 48 indicators covered different elements concerning the hospitals’ identity and communication activities, as well as patient engagement on social media platforms. Our quantitative analysis proved that most cancer hospitals had a corporate website (70.5%) as well as a profile on Facebook (74%), Twitter (74.5%) and YouTube (67.5%). Nevertheless, most of them did not respect the 48 key performance indicators. Finally, we proposed three main conclusions: a) cancer hospitals should establish a Corporate Communication Department employing different experts in communication, health and big data; b) they should promote an integrated corporate communication approach; and c) they should implement brand ambassador programmes. © 2022 Communication & Society ISSN 0214-0039 E ISSN 2386-7876.Item Public hospitals’ risk communication strategies during COVID-19: The case of Spain(Equinox Publishing Ltd, 2021) Aguerrebere, Pablo Medina; Calonge, David Santandreu; Hultberg, Patrik; Shah, Mariam Aman; Connor, MelissaItem The role of social networks in brand communication in Canadian hospitals(University of Toronto Press Inc., 2018-09) Aguerrebere, Pablo MedinaThe 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.Item Should I stay or should I go? International students’ challenges and opportunities to secure employment in their host country after graduation. A scoping review using PRISMA(Kaplan Singapore, 2023-06-29) Calonge, David Santandreu; Shah, Mariam Aman; Aguerrebere, Pablo Medina; Abdulla, Nadia; Connor, Melissa; Badr, Mira; Blakemore, EmmaThe opportunity to find employment is often a key push factor for students to study abroad. However, previous research has established that international graduates often face difficulties in securing employment in their host country and have a lower employment rate compared to local graduates. Although some research has been conducted on this topic in the Australian context, to date, the problem has been under-researched elsewhere. The aim of this scoping review of the literature is to address this gap and examine the challenges faced by international students when seeking employment in their host countries after graduation, as well as the potential opportunities offered to them. 18 articles were identified and were included in the review. Content analysis of the data was undertaken using NVivo 12.0. © 2023. David Santandreu Calonge, Mariam Aman Shah, Pablo Medina Aguerrebere, Nadia Abdulla, Melissa Connor, Mira Badr and Emma Blakemore.Item Twitter’s impact in building reputed hospital brands in USA(Obercom, 2020) Aguerrebere, Pablo MedinaSocial 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.