Building smart brands through online and artificial intelligence tools: A quantitative analysis about the best hospitals in Spain

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dc.contributor.authorAguerrebere, Pablo Medina
dc.contributor.authorMedina, Eva
dc.contributor.authorPacanowski, Toni González
dc.date.accessioned2024-02-17T12:54:50Z
dc.date.available2024-02-17T12:54:50Z
dc.date.copyright© 2024
dc.date.issued2024-01
dc.description.abstractBuilding 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.
dc.identifier.citationMedina Aguerrebere, P., Medina, E., & González Pacanowski, T. (2024). Building smart brands through online and artificial intelligence tools: A quantitative analysis about the best hospitals in Spain. Online Journal of Communication and Media Technologies, 14(1), e202407. https://doi.org/10.30935/ojcmt/14132
dc.identifier.issn19863497
dc.identifier.urihttps://hdl.handle.net/20.500.12519/1019
dc.identifier.urihttps://doi.org/10.30935/ojcmt/14132
dc.language.isoen_US
dc.publisherBastas
dc.relationAuthors Affiliations : Aguerrebere, P.M., Faculty of Communication, Arts and Sciences, Canadian University Dubai, Dubai, United Arab Emirates; Medina, E., School of Communication and Psychology, University of Alicante, Alicante, Spain; Pacanowski, T.G., School of Communication and Psychology, University of Alicante, Alicante, Spain
dc.relation.ispartofseriesOnline Journal of Communication and Media Technologies; Volume 14, Issue 1
dc.rightsCreative Commons Attribution License
dc.rights.holderCopyright : © 2024 by authors; licensee OJCMT by Bastas, CY.
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectartificial intelligence
dc.subjectbrand
dc.subjectcorporate communication
dc.subjecthospitals
dc.subjectreputation
dc.titleBuilding smart brands through online and artificial intelligence tools: A quantitative analysis about the best hospitals in Spain
dc.typeArticle

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