Twitter’s impact in building reputed hospital brands in USA

Authors

  • Pablo Medina Aguerrebere Canadian University Dubai

DOI:

https://doi.org/10.15847/obsOBS14420201531

Keywords:

Hospital, Corporate Communication, Brand, Social Media, Twitter.

Abstract

Social media have become a strategic tool for hospitals interested in boosting their corporate communication and achieving several organizational objectives such as improving patient’s engagement or reinforcing their own corporate reputation. These platforms help hospitals adapt their communication strategies to a new context (new patients’ demands, increasing competition between health organizations, development of health technologies, etc.). This paper aims to analyse Twitter’s impact in branding initiatives led by hospitals. To do that, we carried out a literature review about corporate communication, branding and social media; and then, we analysed Twitter’s corporate profiles of the best US hospitals in the treatment of oncological diseases. This paper concludes that hospitals interested in effectively using Twitter as a corporate communication tool for branding initiatives need to carry out a strategic reflection before launching any initiative on this platform, improve Twitter’s integration with other social media platforms and mobile applications, and facilitate better collaborations between health professionals and communication experts.

Author Biography

Pablo Medina Aguerrebere, Canadian University Dubai

Pablo held a Ph.D. in Corporate Communication (University of Navarra, 2011) focused on internal communication in health organizations. Since 2011, Pablo Medina has published several papers in scientific peer-reviewed journals about health communication, online communication in health organizations, reputation, social media and management in advertising agencies. He works as Assistant Professor at Faculty of Communication, Arts and Sciences in Canadian University Dubai (United Arab Emirates), where he teachs several courses focused on strategic communication, international public relations, management in advertising agencies and communication theories. Pablo Medina collaborates with several universities in Switzerland (University of Geneva), France (Catholique University in Toulouse) and Spain (Autonomous University of Barcelona) as well as different private organizations, as for example International Association of Media and Communication Research.

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Published

2020-11-13

How to Cite

Aguerrebere, P. M. (2020). Twitter’s impact in building reputed hospital brands in USA. Observatorio (OBS*), 14(4). https://doi.org/10.15847/obsOBS14420201531

Issue

Vol. 14 No. 4 (2020)

Section

Articles

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