Browsing by Author "Pacanowski, Toni Gonzalez"
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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 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.