Promoting Health Brands through Social Media. A Quantitative Analysis about the World’s Best Cancer Hospitals

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dc.contributor.authorAguerrebere, Pablo Medina
dc.contributor.authorMedina, Eva
dc.contributor.authorPacanowski, Toni González
dc.date.accessioned2022-10-20T15:13:31Z
dc.date.available2022-10-20T15:13:31Z
dc.date.copyright© 2022
dc.date.issued2022
dc.description.abstractCancer 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.
dc.identifier.citationAguerrebere, P. M., Medina, E., & Pacanowski, T. G. (2022). Promoting health brands through social media. A quantitative analysis about the World’s best cancer hospitals. Communication and Society, 35(4), 165-184. https://doi.org/10.15581/003.35.4.165-184
dc.identifier.issn02140039
dc.identifier.urihttps://doi.org/10.15581/003.35.4.165-184
dc.identifier.urihttp://hdl.handle.net/20.500.12519/713
dc.language.isoen_US
dc.publisherServicio de Publicaciones de la Universidad de Navarra
dc.relationAuthors Affiliations : Aguerrebere, P.M., Canadian University Dubai, United Arab Emirates; Medina, E., Universidad de Alicante, Spain; Pacanowski, T.G., Universidad de Alicante, Spain
dc.relation.ispartofseriesCommunication and Society; Volume 35, Issue 4
dc.rightsCreative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) License
dc.rights.holderCopyright : © 2022 Communication & Society ISSN 0214-0039 E ISSN 2386-7876.
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectbrand
dc.subjectCancer
dc.subjectcommunication
dc.subjecthospitals
dc.subjectreputation
dc.subjectsocial media
dc.titlePromoting Health Brands through Social Media. A Quantitative Analysis about the World’s Best Cancer Hospitals
dc.typeArticle

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