Branding hospitals on social media through health professionals

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dc.contributor.authorAguerrebere, Pablo Medina
dc.date.accessioned2021-03-24T13:23:47Z
dc.date.available2021-03-24T13:23:47Z
dc.date.copyright© 2020
dc.date.issued2019
dc.descriptionThis article is not available at CUD collection. The version of scholarly record of this Article is published in Communication and Medicine (2019), available online at: https://doi.org/10.1558/cam.38819en_US
dc.description.abstractHospitals 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.en_US
dc.identifier.citationAguerrebere, P. M. (2019). Branding hospitals on social media through health professionals: Towards a communication model. Communication and Medicine, 16(3), 238–250. https://doi.org/10.1558/cam.38819en_US
dc.identifier.issn16121783
dc.identifier.urihttps://doi.org/10.1558/cam.38819
dc.identifier.urihttp://hdl.handle.net/20.500.12519/363
dc.language.isoenen_US
dc.publisherEquinox Publishing Ltden_US
dc.relationAuthor Affiliation : Aguerrebere, P.M., Canadian University, Dubai, United Arab Emirates
dc.relation.ispartofseriesCommunication and Medicine; Volume 16, Issue 3
dc.rightsPermission to reuse abstract has been secured from Equinox Publishing Ltd.
dc.rights.holderCopyright : © 2020 Equinox Publishing Ltd.
dc.subjectBranden_US
dc.subjectCorporate communicationen_US
dc.subjectHealth professionalsen_US
dc.subjectHospitalen_US
dc.subjectSocial mediaen_US
dc.subjectadulten_US
dc.subjectarticleen_US
dc.subjecteducationen_US
dc.subjecthumanen_US
dc.subjectmedical technologyen_US
dc.subjectpublic healthen_US
dc.subjectsocial mediaen_US
dc.titleBranding hospitals on social media through health professionalsen_US
dc.typeArticleen_US

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