La gestión de la marca online en los hospitales canadienses

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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 474 | PDF Downloads 158

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Keywords

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

References
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