L’impact des réseaux sociaux sur la gestion professionnelle de la communication hospitalière au Royaume-Uni

Authors

  • Pablo Medina Faculté de Médecine, Université de Genève (Suisse)

DOI:

https://doi.org/10.15847/obsOBS12420181125

Keywords:

hôpital, communication institutionnelle, marque, réputation, réseaux sociaux.

Abstract

Le développement des hôpitaux privés, les nouvelles exigences des patients et l’augmentation de l’informations médicale diffusées sur Internet ont poussé certains hôpitaux à parier sur les réseaux sociaux pour ainsi optimiser leurs stratégies de communication institutionnelle et créer des marques réputées. L’objectif de cet article est de savoir si les hôpitaux britanniques considèrent Facebook comme un outil stratégique et utile pour la diffusion de leur marque. Pour ce faire, nous avons réalisé une révision de la littérature sur la communication hospitalière, la marque et les réseaux sociaux ; et, ensuite, nous avons analysé le profil Facebook des 100 meilleurs hôpitaux du Royaume-Uni. La conclusion principale est que, même si la plupart de ces hôpitaux considèrent Facebook comme un outil stratégique, ils n’y diffusent pas tous les éléments composant l’architecture de marque.

Author Biography

Pablo Medina, Faculté de Médecine, Université de Genève (Suisse)

Mâitre Assistant à la Faculté de Médecine de l'Université de Genève (Suisse).

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Published

2018-11-26

How to Cite

Medina, P. (2018). L’impact des réseaux sociaux sur la gestion professionnelle de la communication hospitalière au Royaume-Uni. Observatorio (OBS*), 12(4). https://doi.org/10.15847/obsOBS12420181125

Issue

Vol. 12 No. 4 (2018)

Section

Articles

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