La promoción de la reputación de marca hospitalaria a través de las mobile apps. Un análisis cuantitativo sobre los mejores hospitales de España
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Publicado
05-12-2023
Pablo Medina Aguerrebere
Eva Medina
Canadian University Dubai
https://orcid.org/0000-0002-5882-9298
Eva Medina
University of Alicante
Toni Gonzalez Pacanowski
Universidad de Alicante
Resumen
Este artículo evalúa cómo gestionan los hospitales las aplicaciones móviles para reforzar sus relaciones con los pacientes y promover sus marcas. Para ello, realizamos una revisión de literatura sobre la comunicación corporativa de los hospitales, sus iniciativas de marca y el uso de las aplicaciones móviles en esta área; posteriormente, definimos 36 indicadores para analizar de un modo cuantitativo cómo utilizan los 150 mejores hospitales de España las aplicaciones móviles para promocionar sus marcas. Concluimos que los hospitales deberían seguir una lógica de salud pública para desarrollar aplicaciones móviles que contribuyan a implementar un nuevo paradigma comunicativo entre los pacientes y los médicos.
Cómo citar
Medina Aguerrebere, P., Medina, E., & Gonzalez Pacanowski, T. . (2023). La promoción de la reputación de marca hospitalaria a través de las mobile apps. Un análisis cuantitativo sobre los mejores hospitales de España. ZER. Revista De Estudios De Comunicación, 28(55), 155–178. https://doi.org/10.1387/zer.24634
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Keywords
Hospital, Marca, Reputación, apps móviles, Pacientes
References
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Correa, Erika; Palacio López, Sandra; Sánchez-Torres, Javier; Arrubla-Zapata, Juan; Gaviria-Martinez, Luisa; Hernández, Yuri; Lopera, Carolina (2021). Effectiveness of social responsibility marketing in young millennials - Generation Y: analysis of three cases for brand positioning. Heliyon, 7 (10), 1-8. Doi: https://doi.org/10.1016/j.heliyon.2021.e08150
Crossley, Scott; Balyan, Renu; Liu, Jennifer; Karter, Andrew; McNamara, Danielle; Schillinger, Dean (2020). Predicting the readability of physicians' secure messages to improve health communication using novel linguistic features: Findings from the ECLIPPSE study. Journal of Community Health, 13(4), 1-13. Doi: https://doi.org/10.1080/17538068.2020.1822726
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Elrod, James; Fortenberry, John (2020). Foundational elements of communication in health and medicine: avenues for strengthening the marketing communications mix. BMC Health Services Research, 20, 823. Doi: https://doi.org/10.1186/s12913-020-05604-9
Farsi, Deema (2021). Social media and health care, Part I: literature review of social media use by health care providers. Journal of Medical Internet Research, 23(4), e23205. Doi: https://doi.org/10.2196/23205
Gómez-Rico, Mar; Molina-Collado, Arturo; Santos-Vijande, Maria; Molina-Collado, Maria; Imhoff, Brian (2022). The role of novel instruments of brand communication and brand image in building consumers' brand preference and intention to visit wineries. Current Psychology, 7, 1-17. Doi: https://doi.org/10.1007/s12144-021-02656-w
Govers, Robert (2020). Imaginative communities and place branding. Place Branding and Public Diplomacy, 16 (1), 1-5. Doi: https://doi.org/10.1057/s41254-019-00143-5
Jenkins, Eva; Ilicic, Jasmina; Barklamb, Amy; McCaffrey, Tracy (2020). Assessing the credibility and authenticity of social media content. Lessons and applications for health communication: a scoping review of the literature. Journal of Medical Internet Research, 22(7), e17296. Doi: https://doi.org/10.2196/17296
Kreps, Gary (2020). The value of health communication scholarship: New directions for health communication inquiry. International Journal of Nursing Sciences, 10 (7), 4-7. Doi: https://doi.org/10.1016/j.ijnss.2020.04.007
Lavdaniti, Maria (2020). Contemporary issues in cancer patients' education. International Journal of Caring Sciences, 13 (1), 1-3.
Li, Yalin; Zhao, Min (2021). Underdog or top dog brand story? The role of self-construal and need of uniqueness. Frontiers in Psychology, 12, 765802. Doi: https://doi.org/10.3389/fpsyg.2021.765802
Lithopoulos, Alexander; Evans, Douglas; Faulkner, Guy; Rhodes, Ryan (2021). Marketing physical activity? Exploring the role of brand resonance in health promotion. Journal of Health Communication, 26(10), 675-683. Doi: https://doi.org/10.1080/10810730.2021.1989524
Machado, Rafaela; Turrini, Ruth; Sousa, Cristina (2020). Mobile applications in surgical patient health education: an integrative review. Revista da Escola de Enfermagem da USP, 54, e03555. Doi: http://dx.doi.org/10.1590/S1980-220X2018032803555
Marca-Frances, Guillem; Frigola-Reig, Joan; Menéndez-Signorini, Jessica; Compte-Pujol, Marc; Massana-Morera, Eulalia (2020). Defining patient communication needs during hospitalization to improve patient experience and health literacy. BMC Health Services Research, 20(1), 131. Doi: https://doi.org/10.1186/s12913-020-4991-3
Mateus-Coelho, Nuno; Avila, Paulo (2021). Application of the industry 4.0 technologies to mobile learning and health education apps. FME Transactions, 49 (4), 877. Doi: https://doi.org/10.5937/fme2104876M
Medina Aguerrebere, Pablo (2017). La gestión de la reputación online de las marcas hospitalarias: una propuesta de modelo. ZER: Revista De Estudios De Comunicación = Komunikazio Ikasketen Aldizkaria, 22(43), 53-68. Doi: https://doi.org/10.1387/zer.17908
Medina Aguerrebere, Pablo; Pacanowski, Toni; Medina, Eva (2020). Stakeholders’ participation in hospitals’ branding initiatives on social media: a proposal model for building collective brands. Revista Española de Comunicación en Salud, 11 (1). Doi: https://doi.org/10.20318/recs.2020.5097
Meinert, Edward; Rahman, Em; Potter, Alison; Lawrence, Wendy; Van Velthoven, Michelle (2020). Acceptability and usability of the mobile digital health app NoObesity for families and health care professionals: protocol for a feasibility study. JMIR Research Protocols, 9(7), e18068. Doi: https://doi.org/10.2196/18068
Mentrup, Stefanie; Harris, Emma; Gomersall, Tim; Köpke, Sascha; Astin, Felicity (2020). Patients' experiences of cardiovascular health education and risk communication: a qualitative synthesis. Qualitative Health Research, 30 (1), 88-104. Doi: https://doi.org/10.1177/1049732319887949
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Merminod, Gilles; Benaroyo, Lazare (2021). Ethical issues in public health communication: Practical suggestions from a qualitative study on campaigns about organ donation in Switzerland. Patient Education and Counseling, S0738-3991(21)00471-7. Doi: https://doi.org/10.1016/j.pec.2021.07.012
Mheidly, Nour; Fares, Jawad (2020). Health communication in low-income countries: A 60-year bibliometric and thematic analysis. Journal of Education and Health Promotion, 9, 163. Doi: https://doi.org/10.4103/jehp.jehp_384_20
Navarro, Maria (2020). Patients’ empowerment and the role of patients’ education. Medical Research Archives, 8 (12). Doi: https://doi.org/10.18103/mra.v8i12.2306
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