Building Hospital Brands through Smart Technologies
Abstract
Hospitals use corporate communications to strengthen their relationships with their audiences and build a reputable brand. We analyse how these organisations use smart technologies to promote their brand. We defined 34 indicators to analyse how the world's top 100 hospitals managed these technologies. We categorised these indicators into 4: a) patients and society; b) media; c) public authorities, suppliers and shareholders; d) employees. Hospitals used smart technologies to communicate with patients and should accelerate their digital transformation and implement collective brand building processes consistent with human values.
Keywords
hospital, corporate communication, brand, reputation, smart technologiesReferences
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