La gestión de la marca online en los hospitales canadienses

##plugins.themes.bootstrap3.article.main##

##plugins.themes.bootstrap3.article.sidebar##

Publicado 30-11-2021
Pablo Medina Aguerrebere Toni Gonzalez Pacanowski Eva Medina

Resumen

Este artículo tiene como objetivo evaluar el modo en que los hospitales canadienses gestionan Facebook, Twitter,Youtube así como sus propias páginas web para promover su marca y reforzar así su posicionamiento estratégic. Para ello, realizamos una revisión de la literatura sobre comunicación corporativa, branding y organizaciones de salud; y posteriormente, definimos 48 indicadores para analizar cómo los 85 mejores hospitales canadienses gestionaban Facebook, Twitter, Youtube así como su propia página web para promover su marca. Concluimos que la mayoría de los hospitales canadienses usaban su página web para difundir información periodística; Facebook y Twitter, para interactuar con los pacientes; y Youtube, para publicar vídeos sobre educación en salud.

Cómo citar

Medina Aguerrebere, P., Gonzalez Pacanowski, T., & Medina, E. (2021). La gestión de la marca online en los hospitales canadienses. ZER: Revista De Estudios De Comunicación = Komunikazio Ikasketen Aldizkaria, 26(51). https://doi.org/10.1387/zer.22667
Abstract 308 | pdf (English) Downloads 157

##plugins.themes.bootstrap3.article.details##

Keywords

Hospitales de Canadá, Comunicación corporativa, Reputación, Marca, Redes sociales

References
References

Attai, Deanna; Sedrak, Mina; Katz, Matthew; Thompson, Michael; Anderson, Patricia; Kesselheim, Jennifer; & Fisch, Michael (2016). Social media in cancer care: highlights, challenges & opportunities. Future Oncology, 12 (13), 1549-1552 Doi: https://doi.org/10.2217/fon-2016-0065

Barua, Bacchus; Jacques, David (2019). Comparing Performance of Universal Healthcare Countries, 2018. Vancouver: Fraser Institute.

Basch, C.; Basch, C.; Hillyer, G.; & Reeves, R. (2015). YouTube videos related to skin cancer: A missed opportunity for cancer prevention and control. JMIR Cancer, 2 (1), e1. Doi: https://10.2196/cancer.4204

Blomgren, Maria; Hedmo, Tina; & Waks, Caroline (2016). Being special in an ordinary way: Swedish hospitals’ strategic web communication. International Journal of Strategic Communication, 10 (3), 177-194. Doi: https://10.1080/1553118X.2016.1176569

Brand Finance (2020). Canada 100 2020 Ranking. Retrieved from: https://brandirectory.com/rankings/canada/table [February 15, 2021].

Brent, Ruben (2016). Communication theory and health communication practice: the more things change, the more they stay the same. Health Communication, 31 (1), 1-11. Doi: https://10.1080/10410236.2014.923086.

Briggs, Paul (2021). Canada Social Media 2021. Popular Platforms, the Ad Market, and the Rise of Social Commerce. Ontario: Insider Intelligence.

Bubien, Yves (2015). Hôpital 2.0: du virtuel au réel. European Psychiatry, 30 (8), S74
Busto-Salinas, Lorena (2021). ¿A más prestaciones sanitarias mayor presencia y actividad en redes sociales? Estudio comparativo entre hospitales de Colombia y España. Communication & Society. 34 (1), 93–108. Doi: doi: 10.15581/003.34.1.93-108
Calvo Calvo, Manuel Ángel. (2014). Calidad y características de los sitios web de los hospitales españoles de gran tamaño. Revista Española de Documentación Científica. 37 (1), 1-19. DOI: https://doi.org/10.3989/redc.2014.1.1049.
Canadian Institute for Health Information (2020) Quick stats. Retrieved from: https://www.cihi.ca/en/quick-stats [February 15, 2021].

Costa-Sánchez, Carmen; & Míguez-González, María-Isabel (2018). Use of social media for health education and corporate communication of hospitals. El Profesional de la Información. 27 (5), 1145-1150. Doi: https://10.3145/epi.2018.sep.18

Costa-Sánchez, Carmen; Túñez-López, Miguel; Videla-Rodríguez, José-Juan (2016). Hospitales españoles en la web social. Gestión de Facebook y Twitter por el Hospital Sant Joan de Dèu (Barcelona). Revista Latina de Comunicación Social. 7, 1108–1130. Doi: http://dx.doi.org/ 10.4185/RLCS-2016-1137

Deloitte (2020). Deloitte’s Global Media Consumer Survey. Toronto: Deloitte.

Epstein, Ronald; Duberstein, Paul; & Fenton, Joshua (2017). Effect of a patient-centered communication intervention on oncologist-patient communication, quality of life, and health care utilization in advanced cancer. The VOICE randomized clinical trial. Jama Oncology, 3(1), 92-100. Doi: https://10.1001/jamaoncol.2016.4373

Esposito, Annamaria (2017). Hospital branding in Italy: A pilot study based on the case method. Health Marketing Quarterly, 34 (1), 35-47. Doi: https://10.1080/07359683.2016.1275211.

Falisi, A.; Wiseman, K.; Gaysynsky, A.; Scheideler, J.; Ramin, D.; & Chou, W. (2017). Social media for breast cancer survivors: a literature review. Journal of Cancer Survivorship, 11 (6), 808-821. Doi: https://10.1007/s11764-017-0620-5

Fischer, Sophia (2014). Hospital positioning and integrated hospital marketing communications: state-of-the-art review, conceptual framework, and research agenda. Journal of Nonprofit & Public Sector Marketing, 26 (1), 1-34, Doi: https://10.1080/10495142.2014.870431

Gage-Bouchard, E.; La Valley, S,; Mollica, M.; & Beaupin, L. (2017). Examinig how cancer caregivers use Facebook for cancer-related communication. Cancer Nursing, 40 (4), 332-338. Doi: https://10.1097/NCC.0000000000000418

Glover, McKinley; Khalilzadeh, Omid; Choy, Garry; Prabhakar, Anand; Pandharipande, Pari; & Gazelle, Scott (2015). Hospital evaluations by social media: A comparative analysis of Facebook ratings among performance outliers. Journal of General Internal Medicine, 30(10), 1440–1446. Doi: https://10.1007/s11606-015-3236-3

Haluza, Daniela; Naszay, Marlene; Stockinger, Andreas; & Jungwirth, David (2016). Digital natives versus digital immigrants: influence of online health information seeking on the doctor–patient relationship. Health Communication, 32 (11), 1342-1349. Doi: http://dx.doi.org/10.1080/10410236.2016.1220044.

Ivanov, Anton; & Sharman, Raj (2018). Impact of user-generated Internet content on hospital reputational dynamics. Journal of Management Information Systems, 35 (4), 1277-1300. Doi: https://10.1080/07421222.2018.1523603

Kotsenas, Amy; Aase, Lee; Arce, Makala; & Timimi, Farris (2018). The social media DNA of Mayo Clinic – and health care. Journal of American College of Radiology, 15, 162-166. Doi: https://doi.org/10.1016/j.jacr.2017.09.026

Lagu, Tara; Goff, Sarah; Craft, Ben; Calcasola, Stephanie; Benjamin, Evan; Priya, Aruna; & Lindenauer, Peter (2016). Can social media be used as a hospital quality improvement tool? Journal of Hospital Medicine, 11 (1), 52-55. DOI: https://10.1002/jhm.2486

Lim, Weng Marc (2016). Social media in medical and health care: opportunities and challenges. Marketing Intelligence & Planning, 34 (7), 964–976. Doi: http://dx.doi.org/10.1108/MIP-06-2015-0120

Liu, Xiaoxiao; Guo, Xitong; Wu, Hong; & Vogel, Doug (2014). Doctor’s effort influence on online reputation and popularity. Smart health - International Conference, ICSH 2014, Beijing, China, July 10th-11th, 2014.

Maier, Craig (2016). Beyond branding: Van Riel and Fombrun’s corporate communication theory in the human services sector. Qualitative Research Reports in Communication, 17 (1), 27-35. Doi: https://10.1080/17459435.2015.1088892

Matarín Jiménez, Tamara (2015). Redes sociales en prevención y promoción de la salud. Una revision de la actualidad. Revista Española de Comunicación de Salud, 6 (1): 62-69.

McCarroll, Michele; Armbruster, Shannon; Chung, Jae; Kim, Junghyun; McKenzie, Alissa; & Von Gruenigen, Vivian (2014). Health care and social media platforms in hospitals. Health Communication, 29 (9), 947-952. Doi: https://10.1080/10410236.2013.813831

Medina Aguerrebere, Pablo (2017). La gestión de la reputación online de las marcas hospitalarias: una propuesta de modelo. ZER: Revista de Estudios de Comunicación, 22(43), 53-68. Doi: https://doi.org/10.1387/zer.17908

Míguez-González, María Isabel; García Crespo, Oswaldo; & Ramahí-García, Diana (2019). Análisis de vídeos sobre cáncer de mama en YouTube. Cuadernos.info, 44, 179-193. Doi: https://dx.doi.org/10.7764/cdi.44.1528.

Miller, Carrie; Guidry, Jeanine; & Fuemmeler, Bernard (2019). Breast cancer voices on pinterest: raising awareness or just an inspirational image? Health Education and Behaviour, 46 (2S), 49-58. Doi: https://10.1177/1090198119863774

Myrick, Jessica; Holton, Avery; Himboim, Itai; & Love, Brad (2016). Stupidcancer: exploring a typology of social support and the role of emotional expression in a social media community. Health Communication, 31 (5), 596-605. Doi: http://dx.doi.org/10.1080/10410236.2014.981664

Park, Hyojung; Reber, Bryan; & Chon, Myoung-Gi (2016). Tweeting as health communication: health organizations’ use of Twitter for health promotion and public engagement. Journal of Health Communication, 21 (2), 188-198. Doi: https://10.1080/10810730.2015.1058435

Peluchette, Joy; Karl, Katherine; & Coustasse, Alberto. (2016) Physicians, patients, and Facebook: Could you? Would you? Should you? Health Marketing Quarterly, 33 (2), 112-126. Doi: http://dx.doi.org/10.1080/07359683.2016.1166811

PriceWaterHouseCoopers (2021). The Digital Disruptors Changing Healthcare in Canada. Vancouver: PriceWaterHouseCoopers.

Rando Cueto, Dolores; Paniagua Rojano, Francisco; & De las Heras Pedrosa, Carlos (2016). Influence factors on the success of hospital communication via social networks. Revista Latina de Comunicación Social, 71 (1), 170-1.186. Doi: https://10.4185/RLCS-2016-1140en.

Ruiz-Granja, María José (2015). Análisis comunicacional de páginas web hospitalarias. El caso de los hospitales sevillanos. Revista Española de Comunicación y Salud, 6(2), 138-56

Ryerson University Social Media Lab (2020). The State of Social Media in Canada 2020. Toronto: Ryerson University.

Sedrak, M.; Dizon, D.; Anderson, P.; Fisch, M.; Graham, D.; Katz, M.; Kesselheim, J.; Miller, R.; Thompson, M.; Utengen, A.; & Attai, D. (2017). The emerging role of professional social media use in oncology. Future Oncology, 13 (15), 1281-1285. Doi: https://10.2217/fon-2017-0161

Sedrak, M.; Cohen, R.; Merchant, R.; & Schapira, M. (2016). Cancer Communication in the social media age. JAMA Oncology, 2 (6), 822-823. Doi: https://10.1001/jamaoncol.2015.5475

Sheehan, Norman; & Grant, Isaac (2014). Principles operationalize corporate values so they matter. Strategy & Leadership, 42 (3), 23 – 30. Doi: https://10.1108/SL-03-2014-0021

Smailhodzic, Edin; Hooijsma, Wyanda; Boonstra, Albert; &Langley, David (2016). Social media use in healthcare: A systematic review of effects on patients and on their relationship with healthcare professionals. BMC Health Services Research, 16, 442. Doi: https://10.1186/s12913-016-1691-0

Statista (2020). Smartphone users in Canada 2018-2024. Retrieved from: https://www.statista.com/statistics/467190/forecast-of-smartphone-users-in-canada [February 15, 2021]

Statista (2021). Number of monthly active Facebook users worldwide as of 4th quarter 2020. Retrieved from: https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/ [February 15, 2021]

So, Jiyeon; Prestin, Abby; Lee, Lyndon; Wang, Yafei; Yen, John; & Chou, Wen-Ying (2016). What do people like to “share” about obesity? A content analysis of frequent retweets about obesity on Twitter. Health Communication, 31 (2), 193-206. Doi: http://dx.doi.org/10.1080/10410236.2014.940675.

Strauck Franco, M.; & Guillén Arruda, C. (2017). Twitter como herramienta para la comunicación en salud en el contexto del fomento de la donación de órganos en el Perú. ZER: Revista de Estudios de Comunicación, 22(42), 189-209. http://dx.doi.org/10.1387/zer.17841

Trepanier, Sylvain; & Gooch, Pidge (2014). Personal branding and nurse leader professional image. Nurse Leader, 12 (3), 51-57. Doi: http://dx.doi.org/10.1016/j.mnl.2014.03.005

Triemstra, Justin; Stork, Rachel; & Arora, Vineet (2018). Correlations between hospitals’ social media presence and reputation score and ranking: cross-sectional analysis. Journal of Medical Internet Research, 20 (11), e289. Doi: https://doi:10.2196/jmir.9713.

Visser, Laura; Bleijenbergh, Inge; Benschop, Yvonne; Van Riel, Allard; & Bloem, Bastiaan (2016). Do online communities change power processes in healthcare? Using case studies to examine the use of online health communities by patients with Parkinson's disease. British Medical Journal, 6, e012110. Doi:10.1136/bmjopen-2016-012110

Yeob, Jeong: Hawkins, Robert; Baker, Timothy; Shah, Dhavan; Pingree, Suzanne; & Gustafson, David (2017). How cancer patients use and benefit from an interactive cancer communication system. Journal of Health Communication, 22 (10), 792-799. Doi: 10.1080/10810730.2017.1360413

Zerfass, Ansgar; & Viertmann, Christine (2017). Creating business value through corporate communication: A theory-based framework and its practical application. Journal of Communication Management, 21 (1), 68-81. Doi: https://doi.org/10.1108/JCOM-07-2016-0059.


Sección
Artículos