Online reputation management by cancer hospitals: A systematic literature review in the USA and Spain
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http://hdl.handle.net/10045/111142
Title: | Online reputation management by cancer hospitals: A systematic literature review in the USA and Spain |
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Authors: | Medina Aguerrebere, Pablo | González-Pacanowski, Antonio | Medina, Eva |
Research Group/s: | COSOCO (Comunicación y Sociedad del Conocimiento) |
Center, Department or Service: | Universidad de Alicante. Departamento de Comunicación y Psicología Social |
Keywords: | Public health | Health organizations | Hospitals | Cancer | Corporate communication | Organizational communication | Public relations | Reputation | Branding | Stakeholders | Social media | Engagement | Review article |
Knowledge Area: | Comunicación Audiovisual y Publicidad |
Issue Date: | 4-Dec-2020 |
Publisher: | Profesional de la Información |
Citation: | Medina-Aguerrebere, Pablo; González-Pacanowski, Toni; Medina, Eva (2020). “Online reputation management by cancer hospitals: A systematic literature review in the USA and Spain”. Profesional de la información, v. 29, n. 6, e290617. https://doi.org/10.3145/epi.2020.nov.17 |
Abstract: | Cancer hospitals manage social media platforms in a professional way to improve their relationships with internal and external stakeholders and reinforce their corporate brand. To do so, they need their health professionals to be involved: these professionals become brand ambassadors able to influence society. Nevertheless, they face different challenges: legal issues, new patients’ demands, privacy-related matters, or the difficulty of disseminating scientific content. This literature review paper analyzes how cancer hospitals manage their social media platforms to improve their reputation. To do this, we carry out a systematic literature review focused on papers published in the USA and Spain, based on the Salsa framework proposed by Grant and Booth (2009). We then define an online corporate communication model allowing cancer hospitals to improve their reputation through Facebook, Twitter, and YouTube (MedPac Model for Building Cancer Hospital Brands). The paper concludes that this model is useful for cancer hospitals because it prioritizes persons (brand ambassadors) rather than companies, focuses on scientific and emotional content rather than business information, and is based on human values. |
Sponsor: | This paper is a result of the “Interactive storytelling and digital visibility in the digital documentary and structured journalism” research project funded by Feder and the Spanish Ministry of Sciences, Innovation, and Universities (RTI2018-095714-B-C21). |
URI: | http://hdl.handle.net/10045/111142 |
ISSN: | 1386-6710 | 1699-2407 (Internet) |
DOI: | 10.3145/epi.2020.nov.17 |
Language: | eng |
Type: | info:eu-repo/semantics/article |
Rights: | © Profesional de la Información |
Peer Review: | si |
Publisher version: | https://doi.org/10.3145/epi.2020.nov.17 |
Appears in Collections: | INV - COSOCO - Artículos de Revistas |
Files in This Item:
File | Description | Size | Format | |
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Medina-Aguerrebere_etal_2020_ProfInform.pdf | 710,34 kB | Adobe PDF | Open Preview | |
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