Resumen

MEDINA, Pablo. The impact of social media on the professional management of hospital communication in the United Kingdom. OBS* [online]. 2018, vol.12, n.4, pp.13-25. ISSN 1646-5954.

The development of private hospitals, the new requirements of patients and the increase of medical information disseminated on Internet have pushed some hospitals to bet on social media in order to optimize their corporate communication strategies and create renowned brands. This paper aims to find out whether British hospitals view Facebook as a strategic and useful tool for their branding actions. To do this, we carried out a literature review about hospital communication, brand and social media; and, then, we analyzed the Facebook profile of top 100 hospitals in United Kingdom. The main conclusion is that, although most hospitals consider Facebook as a strategic tool, they do not disseminate all elements of their brand architecture.

Palabras clave : hospital; corporate communication; brand; reputation; social media.

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