Aguerrebere, Pablo Medina2021-07-132021-07-13© 20202020Aguerrebere, P. M. (2020). Twitter's impact in building reputed hospital brands in USA. Observatorio, 14(4), 63-77. https://doi.org/10.15847/obsOBS1442020153116465954https://doi.org/10.15847/obsOBS14420201531http://hdl.handle.net/20.500.12519/410This article is not available at CUD collection. The version of scholarly record of this article is published in Observatorio (2020), available online at: https://doi.org/10.15847/obsOBS14420201531Social media have become a strategic tool for hospitals interested in boosting their corporate communication and achieving several organizational objectives such as improving patient's engagement or reinforcing their own corporate reputation. These platforms help hospitals adapt their communication strategies to a new context (new patients' demands, increasing competition between health organizations, development of health technologies, etc.). This paper aims to analyse Twitter's impact in branding initiatives led by hospitals. To do that, we carried out a literature review about corporate communication, branding and social media; and then, we analysed Twitter's corporate profiles of the best US hospitals in the treatment of oncological diseases. This paper concludes that hospitals interested in effectively using Twitter as a corporate communication tool for branding initiatives need to carry out a strategic reflection before launching any initiative on this platform, improve Twitter's integration with other social media platforms and mobile applications, and facilitate better collaborations between health professionals and communication experts. © 2020 Obercom. All rights reserved.enCreative Commons Attribution LicenseBrandCorporate CommunicationHospitalSocial MediaTwitterArticleCopyright : © 2020 Obercom. All rights reserved.