The online reputation management of hospital brands: a model proposal

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Published 30-11-2017
Pablo Medina Aguerrebere

Abstract

The objective of this bibliographic review paper is to analyse the impact of social media in the creation of the online reputation of a hospital brand. This paper proposes the PMA model for online reputation management in hospital brands and concludes that the existence of a multidisciplinary team, the brand projection in the long term and the involvement of health professionals are determining factors, which help the Hospital Head of Communication to create a reputed brand.

How to Cite

Medina Aguerrebere, P. (2017). The online reputation management of hospital brands: a model proposal. ZER - Journal of Communication Studies, 22(43). https://doi.org/10.1387/zer.17908
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