La promoción de marcas hospitalarias a través de las tecnologías inteligentes
Resumen
Los hospitales recurren a la comunicación corporativa para fortalecer sus relaciones con los públicos y construir una marca reputada. Se analiza cómo estas organizaciones usan las tecnologías inteligentes para promocionar su marca. Definimos 34 indicadores para analizar cómo los 100 mejores hospitales del mundo gestionaban dichas tecnologías. Clasificamos estos indicadores en 4: a) pacientes y sociedad; b) medios de comunicación; c) autoridades públicas, proveedores y accionistas; d) empleados. Los hospitales utilizaban las tecnologías inteligentes para comunicase con los pacientes por lo que deberían acelerar su transformación digital e implementar procesos de construcción de marca colectiva consistentes con los valores humanos.
Palabras clave
Hospital, comunicacion corporativa, marca, reputación, tecnologías inteligentesCitas
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Derechos de autor 2024 Pablo Medina Aguerrebere, Eva Medina, Toni Gonzalez Pacanowski
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