Online Branding in the Healthcare Industry: A Quantitative Analysis on How the World's Best Smart Hospitals Promote their Brands through Mobile Apps

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dc.contributor.authorAguerrebere, Pablo Medina
dc.contributor.authorMedina, Eva
dc.contributor.authorPacanowski, Toni Gonzalez
dc.date.accessioned2024-04-22T22:06:03Z
dc.date.available2024-04-22T22:06:03Z
dc.date.copyright© 2023
dc.date.issued2023
dc.description.abstractArtificial intelligence, big data, telemedicine and mobile apps contribute to enhance hospitals' internal processes as well as patients' medical outcomes. This technology represents an opportunity to make hospitals' brands more credible. This paper analyzes how smart hospitals use mobile apps to improve their relations with stakeholders and promote their brands. To do that, we conducted a literature review about artificial intelligence, hospitals' branding strategies and mobile apps; then, based on this review, we defined 36 branding indicators; subsequently, we resorted to the World's Best Smart Hospitals 2023, an annual ranking developed by Newsweek and Statista, to analyze how the 300 best smart hospitals in the world managed mobile apps for branding purposes according to these 36 indicators. Our results proved that 57% of hospitals managed mobile apps for communication purposes, but only few of them used these platforms to interact with different stakeholders such as employees (32,7%) and media companies (2,3%), and this way build the organization's brand in a collective way. We concluded that hospitals should follow a branding logic, develop apps for different stakeholders and explain why using these platforms is consistent with the organization's brand. © 2023 Universidade da Beira Interior. All rights reserved.
dc.identifier.citationMedina Aguerrebere, P., Medina, E., & González-Pacanowski, A. (2023). Online Branding in the Healthcare Industry: A Quantitative Analysis on How the World’s Best Smart Hospitals Promote their Brands through Mobile Apps. Estudos em Comunicacao, 2(37), 131 - 151. DOI: 10.25768/1646 - 4974n37v2a08
dc.identifier.issn16464974
dc.identifier.urihttps://ojs.labcom-ifp.ubi.pt/ec/article/view/1231/994
dc.identifier.urihttps://hdl.handle.net/20.500.12519/1031
dc.language.isoen_US
dc.publisherUniversidade da Beira Interior
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.ispartofseriesEstudos em Comunicacao; Volume 2, Issue 37
dc.rightsLicença Internacional Creative Commons Atribuição-NãoComercial-SemDerivações 3.0.
dc.rights.holderCopyright : © 2023 Universidade da Beira Interior. All rights reserved.
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/3.0/
dc.subjectBrand
dc.subjectCorporate communication
dc.subjectHospitals
dc.subjectMobile Apps
dc.subjectReputation
dc.titleOnline Branding in the Healthcare Industry: A Quantitative Analysis on How the World's Best Smart Hospitals Promote their Brands through Mobile Apps
dc.typeArticle

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