DOCTORS-PATIENTS COMMUNICATION THROUGH SOCIAL MEDIA: A PROPOSAL MODEL FOR BUILDING A REPUTED HOSPITAL BRAND

Abstract

Ponte Academic JournalOct 2019, Volume 75, Issue 10 DOCTORS-PATIENTS COMMUNICATION THROUGH SOCIAL MEDIA: A PROPOSAL MODEL FOR BUILDING A REPUTED HOSPITAL BRANDAuthor(s): Pablo Medina Aguerrebere ,Toni Gonzalez Pacanowski, Eva MedinaJ. Ponte - Oct 2019 - Volume 75 - Issue 10 doi: 10.21506/j.ponte.2019.10.5 Abstract:In hospitals, social media have emerged as a corporate communication tool allowing improving doctors-patients communication. These platforms have radically changed all hospitals’ communication strategies. This literature review paper aims to identify the kind of interpersonal communication that health professionals should apply on social media for improve their hospital’s brand reputation. To do that, we carried out a literature review about corporate communication – interpersonal, internal and external initiatives- and social media; and, finally, we proposed a communication model as well as ten principles and ten key performance indicators that all health professionals should apply when using social media. This paper concludes that hospitals must recruit different experts for their Digital Communication Department, invest economic and management resources in this structure and apply the PMTP Model for optimizing doctors-patients communication through social media Download full text:Check if you have access through your login credentials or your institution Username Password