Department of Communication and Media
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Browsing Department of Communication and Media by Subject "brand"
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Item Branding cancer research institutions through social media platforms(Bastas, 2023-04) Medina-Aguerrebere, Pablo; Medina, Eva; Gonzalez-Pacanowski, ToniCancer research institutions resort to social media platforms to reinforce their relations with stakeholders and promote their brand. Nevertheless, they face several challenges: strict legal frameworks, patients’ new demands, and the development health technology. This paper aims to analyze how cancer research institutions manage social media platforms, as well as their corporate websites, for branding purposes. To do that, we conducted a literature review about cancer hospitals’ corporate communication strategies on these platforms; and then, we resorted to 48 indicators to evaluate how the top 100 cancer research institutions in the world managed their corporate websites, as well as their corporate profiles on Facebook, Twitter, and YouTube, for promoting their brand. We concluded that these organizations should use social media platforms to explain their brand architecture, develop a corporate website based on a public health approach, and describe their social engagements in a clearer way. Finally, we recommended three managerial initiatives for these organizations: creating an in-house communication department employing experts in communication and public health, conducting an intellectual reflection about the company’s brand genealogy, and integrating oncologists and nurses in the company’s corporate communication initiatives carried out on social media platforms. © 2023 by authors.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 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 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.