The Role of Smart Technologies in French Hospitals’ Branding Strategies
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http://hdl.handle.net/10045/140155
Title: | The Role of Smart Technologies in French Hospitals’ Branding Strategies |
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Authors: | Medina Aguerrebere, Pablo | Medina, Eva | González-Pacanowski, Antonio |
Research Group/s: | COSOCO (Comunicación y Sociedad del Conocimiento) |
Center, Department or Service: | Universidad de Alicante. Departamento de Comunicación y Psicología Social |
Keywords: | Hospitals | Corporate communication | Branding | Reputation | Artificial intelligence |
Issue Date: | 22-Jan-2024 |
Publisher: | MDPI |
Citation: | Journalism and Media. 2024, 5(1): 92-107. https://doi.org/10.3390/journalmedia5010007 |
Abstract: | Hospitals resort to different initiatives to build their brands, including media relations, events, and marketing campaigns. However, they face several challenges related to legal frameworks, patients’ new demands, and hospitals’ digital transformation. This paper analyzes how the best hospitals in France manage smart technologies to enhance their relationships with stakeholders and reinforce their brands. We resorted to the World’s Best Hospitals 2023 to identify the 150 best hospitals in this country. Then, we defined 34 branding indicators to evaluate how each hospital managed smart technologies for branding purposes. We adapted these criteria to different platforms and targets: homepage (patients), online newsroom (media companies), About Us section (suppliers, shareholders, and public authorities), and artificial intelligence department (employees). When analyzing these criteria, we resorted to a binary system and only considered hospitals’ official websites. Our results proved that 98% of hospitals had a website, but not all respected the criteria related to the homepage (4.54 of 11), online newsroom (2.52 of 11), or About Us section (1.56 of 6). The best hospitals in France, according to the number of criteria respected, were Institut Curie-Oncology (20), Institut Gustave Roussy–Oncology (19), and Hôpital Paris Saint-Joseph (19). We concluded that French hospitals should implement collective branding processes that include all stakeholders, not just patients: media companies, public authorities, suppliers, shareholders, and employees. Moreover, these organizations should implement an in-house artificial intelligence department that leads a digital transformation from a medical, branding, and communication perspective. Finally, French hospitals’ branding efforts on smart platforms should focus more on content about the brand so that stakeholders understand the uniqueness of these organizations. |
URI: | http://hdl.handle.net/10045/140155 |
ISSN: | 2673-5172 |
DOI: | 10.3390/journalmedia5010007 |
Language: | eng |
Type: | info:eu-repo/semantics/article |
Rights: | © 2024 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). |
Peer Review: | si |
Publisher version: | https://doi.org/10.3390/journalmedia5010007 |
Appears in Collections: | INV - COSOCO - Artículos de Revistas |
Files in This Item:
File | Description | Size | Format | |
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Medina-Aguerrebere_etal_2024_JournalMedia.pdf | 287,13 kB | Adobe PDF | Open Preview | |
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