Hospital brand promotion through interpersonal communication maintained by health professionals on social media
Blanquerna School of Communication and International Relations
The implementation of social media as a corporate communication tool, the new demands of patients, and greater competition between hospitals have led these organizations to rethink their communication strategies. The creation of a reputed brand that helps an organization to reinforce its strategic positioning in the health market has become a strategic priority for all hospitals. This literature review paper aims to analyze the impact on hospital brand construction of the interpersonal communication between health professionals and the organization's stakeholders in social media. This paper proposes a model of brand building based on the interpersonal communication carried out by these professionals in social media, and concludes that hospitals that want to build a reputed brand must take economic and management measures, implement communication plans and promote collaboration between health professionals and corporate communication experts. © 2019 Blanquerna School of Communication and International Relations. All rights reserved.
This article is not available at CUD collection. The version of scholarly record of this article is published in Tripodos (2019), available online at: http://www.tripodos.com/index.php/Facultat_Comunicacio_Blanquerna/article/view/616.
Brand, Health professionals, Hospital, Interpersonal communication, Social media
Aguerrebere, P. M. (2019). Hospital brand promotion through interpersonal communication maintained by health professionals on social media | La promoción de la marca hospitalaria a través de la comunicación interpersonal que mantiene el profesional de la salud en las redes sociales. Tripodos, 44, 9–23. http://www.tripodos.com/index.php/Facultat_Comunicacio_Blanquerna/article/view/616