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 Toni Gonzalez Pacanowski

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 = Komunikazio Ikasketen Aldizkaria, 28(55), 155–178. https://doi.org/10.1387/zer.24634
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Keywords

Hospital, Marca, Reputación, apps móviles, Pacientes

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