Abstract
Implementing an efficient corporate communication strategy has become a priority for all hospitals interested in building a meaningful brand. To do that, most of these organizations resort to social media such as Facebook, Twitter or Youtube. Thanks to these platforms, hospitals improve and dynamise their relationships with stakeholders, especially patients, employees and media companies. This literature review paper aims to better understand how hospitals should manage these platforms in order to build a meaningful brand based on human values. To do that, we conducted a literature review about different concepts such as corporate communication, brand, social media, and reputation; and, based on this research, we proposed an online communication model aiming to help hospitals build meaningful brands (Medpac Reputation Model). We concluded that hospital organizations should implement professional protocols to analyze the information gathered from social media, prioritize a public relations approach and ban all marketing-related initiatives, and, finally, conduct constantly different research initiatives about the health market.
Highlights
Implementing an efficient corporate communication strategy has become a priority for all hospitals interested in building a meaningful brand and reinforcing their strategic positioning in the health market
We conducted a literature review about different concepts such as corporate communication, brand, social media, and reputation; and, based on this research, we proposed an online communication model aiming to help hospitals build meaningful brands (Medpac Reputation Model)
In order to help hospitals implement a human approach in social media, we propose the Medpac Reputation Model, which is based in five main elements: a) internal structure, b) key communication principles, c) annual content plan and d) key performance indicators
Summary
Implementing an efficient corporate communication strategy has become a priority for all hospitals interested in building a meaningful brand and reinforcing their strategic positioning in the health market. This literature review paper aims to better understand how hospitals should manage these platforms in order to build a meaningful brand based on human values. We conducted a literature review about different concepts such as corporate communication, brand, social media, and reputation; and, based on this research, we proposed an online communication model aiming to help hospitals build meaningful brands (Medpac Reputation Model). This model includes ten communication principles, an annual content plan, fifty key performance indicators and an internal structure proposal. We proposed three main conclusions as well as three main managerial implications
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
