Department of Communication and Media

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Now showing 1 - 5 of 23
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    Online reputation management in Spanish cancer patients' associations: a proposal model
    (Universidad de Alicante, 2022) Medina-Aguerrebere, Pablo; González-Pacanowski, Toni; Medina, Eva
    Cancer patients' associations have become valid public health players because they help patients to face this disease from physical, emotional and social perspectives. Some of these associations resort to social media platforms not only to improve their relationships with patients, but also to promote their own brand. This paper seeks to understand how Spanish cancer patients' associations manage their social media platforms to promote their brand. To do that, we conducted a literature review about health communication; we considered 48 indicators to analyze how 107 associations belonging to the Spanish Group of Cancer Patients (Gepac) managed Facebook, Twitter, Youtube and their corporate website for branding initiatives; and we proposed a communication model for branding cancer patients' associations on these platforms (MedPac Model). We concluded that Spanish cancer patients' associations prioritize medical information but not brand-related elements, they lack the economic and human resources to produce a quality content, and they have not yet implemented a true corporate communication approach. © 2022 Pablo Medina-Aguerrebere, Toni Gonzalez-Pacanowski, Eva Medina.
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    Promoting Health Education through Mobile Apps: A Quantitative Analysis of American Hospitals
    (MDPI, 2022-11) Medina Aguerrebere, Pablo; Medina, Eva; Gonzalez Pacanowski, Toni
    Using mobile apps as a corporate communication tool helps hospitals to improve their health education initiatives. This paper aims to analyze how these organizations can use mobile apps to implement health education initiatives addressed to patients. To achieve this, we conducted a literature review (health education, mobile apps, role of doctors and patients), and we resorted to using 38 quantitative indicators to evaluate how the 100 best hospitals in the United States manage mobile apps for implementing health education initiatives addressed to patients. Our results prove that 95% of hospitals displayed general mobile apps for patients, but just some of these organizations proposed mobile apps for patients suffering from non-communicable diseases, including: heart diseases (9.47%), cancer (7.37%), chronic respiratory diseases (3.26%), and diabetes (3.16%). We concluded that hospitals should create a department specializing in designing mobile apps that are adapted to patients’ medical and social needs, and that are also consistent with public health priorities. © 2022 by the authors.
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    Can ChatGPT improve communication in hospitals?
    (El Profesional de la Informacion, 2023-03-01) Santandreu-Calonge, David; Medina-Aguerrebere, Pablo; Hultberg, Patrik; Shah, Mariam-Aman
    Hospitals’ use of communication is a crucial aspect of patient care, yet medical material is often hard to read and understand for patients. Issues related to lack of standardization, use of jargon, reliance on outdated technology, poor coordi-nation between health personnel, and shortage of healthcare workers lead to miscommunication, delays, and errors in patient care. By improving communication, hospitals can improve patient care and outcomes, and perhaps lower costs. This opinion piece compares current communication methods with the use of ChatGPT technology to explore whether ChatGPT can improve the efficiency and accuracy of communication in healthcare settings and, hence, improve patient care. While natural language processing (NLP) tools such as ChatGPT and other artificial-intelligence-generated content (AIGC) have tremendous potential to be very useful in healthcare, they should not be solely used as a substitute for humans and should therefore be used with caution. © 2023, El Profesional de la Informacion. All rights reserved.
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    Branding cancer research institutions through social media platforms
    (Bastas, 2023-04) Medina-Aguerrebere, Pablo; Medina, Eva; Gonzalez-Pacanowski, Toni
    Cancer 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.