Promoting Hospitals’ Reputation through Social Media and Artificial Intelligence

Abstract

Cancer hospitals resort to social media platforms to make their corporate communication initiatives more dynamic and this way better satisfy their stakeholders’ needs in terms of medical information and emotional support. Nevertheless, these organizations also face different barriers such as new patients’ medical demands, legal issues, privacy or the difficulty to disseminate scientific content. To overcome these barriers, more and more hospitals integrate social media platforms and artificial intelligence-based tools into different medical protocols, and this way they proposed to patients a unique medical service, which positively impacts on patients’ satisfaction and the hospital’s corporate reputation. This literature review paper aims to analyze how artificial intelligence and social media platforms used in an integrated way help cancer hospitals to implement more efficient corporate communication initiatives in order to build a more reputed brand. To do that, we conducted a literature review about cancer hospitals’ corporate communication strategies, social media platforms and artificial intelligence in cancer hospitals; and then, we proposed ten managerial implications for helping cancer hospitals use both insights (social media and artificial intelligence tools) for building a reputed brand.