Building smart brands through online and artificial intelligence tools: A quantitative analysis about the best hospitals in Spain

Pablo Medina Aguerrebere 1 * , Eva Medina 2, Toni González Pacanowski 2
More Detail
1 Faculty of Communication, Arts and Sciences, Canadian University Dubai, Dubai, UAE
2 School of Communication and Psychology, University of Alicante, Alicante, SPAIN
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 14, Issue 1, Article No: e202407. https://doi.org/10.30935/ojcmt/14132
OPEN ACCESS   1010 Views   705 Downloads   Published online: 18 Jan 2024
Download Full Text (PDF)

ABSTRACT

Building a reputed brand constitutes a priority for hospitals interested in establishing positive relationships with their stakeholders. However, hospitals face different challenges: limited budgets, strict legal frameworks, etc. To overcome these challenges, many hospitals resort to online and artificial intelligence tools. This paper analyzes how hospitals manage both tools to improve their relationships with stakeholders and reinforce their brand reputation. To do that, we conducted a literature review about smart branding in hospitals, and then we defined 34 quantitative indicators to evaluate how the 100 best hospitals in Spain managed their websites, online newsrooms, about us sections and artificial intelligence departments for branding purposes. Our results proved that most hospitals focused their smart branding initiatives on patients (4.98 criteria out of 11) and not on media companies (3.14/11) or public authorities (3.14/6). We concluded that hospitals should implement integrated communication strategies, use artificial intelligence to brand their employees, and establish more professional practices in their communication departments.
Keywords: hospitals, corporate communication, brand, reputation, artificial intelligence

CITATION

Medina Aguerrebere, P., Medina, E., & González Pacanowski, T. (2024). Building smart brands through online and artificial intelligence tools: A quantitative analysis about the best hospitals in Spain. Online Journal of Communication and Media Technologies, 14(1), e202407. https://doi.org/10.30935/ojcmt/14132

REFERENCES

  • Abuhammad, S., Alzoubi, K., Al-Azzam, S., & Karasneh, R. (2020). Knowledge and practice of patients’ data sharing and confidentiality among nurses in Jordan. Journal of Multidisciplinary Healthcare, 13, 935-942. https://doi.org/10.2147/JMDH.S269511
  • Barredo Ibáñez, D., Molina Rodríguez-Navas, P., Medranda Morales, N., & Rodríguez Breijo, V. (2021). Health transparency and communication on the government websites of Ibero-American countries: The cases of Chile, Colombia, Ecuador, and Spain. International Journal of Environmental Research and Public Health, 18(12), 6222. https://doi.org/10.3390/ijerph18126222
  • Basha, A., Rajitha, N., & Afreen, R. (2022). Employer branding: A new facet of health care sector. International Journal of Engineering and Technical Research, 9(11), 224-228.
  • Berg, S., O’Hara, J., Shortt, M., Thune, H., Brønnick, K., Lungu, D., Røislien, J., & Wiig, S. (2021). Health authorities’ health risk communication with the public during pandemics: A rapid scoping review. BMC Public Health, 21(1), 1401. https://doi.org/10.1186/s12889-021-11468-3
  • Bian, X., & Haque, S. (2020). Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? Journal of Brand Management, 27, 438-445. https://doi.org/10.1057/s41262-020-00189-4
  • Bol, N., Smit, E., & Lustria, M. (2020). Tailored health communication: Opportunities and challenges in the digital era. Digital Health, 6, 2055207620958913. https://doi.org/10.1177/2055207620958913
  • Butow, P., & Hoque, E. (2020). Using artificial intelligence to analyze and teach communication in healthcare. Breast, 50, 49-55. https://doi.org/10.1016/j.breast.2020.01.008
  • Caron, D., Bernardi, S., & Nicolini, V. (2020). L’acceptabilité sociale du partage des données de santé: Revue de la littérature [The social acceptability of sharing health data: Literature review]. Ecole Nationale d’Administration Publique [National School of Public Administration].
  • Chamberlain, S., Dutt, P., Godfrey, A., Mitra, R., Lefevre, A., Scott, K., Mendiratta, J., Chauhan, V., & Arora, S. (2021). Ten lessons learnt: Scaling and transitioning one of the largest mobile health communication programs in the world to a national government. BMJ Global Health, 6, e005341. https://doi.org/10.1136/bmjgh-2021-005341
  • Confente, I., & Kucharska, W. (2021). Company versus consumer performance: Does brand community identification foster brand loyalty and the consumer’s personal brand? Journal of Brand Management, 28, 8-31. https://doi.org/10.1057/s41262-020-00208-4
  • Crossley, S., Balyan, R., Liu, J., Karter, A., McNamara, D., & Schillinger, D. (2020). Predicting the readability of physicians’ secure messages to improve health communication using novel linguistic features: Findings from the ECLIPPSE study. Journal of Community Health, 13(4), 344-356. https://doi.org/10.1080/17538068.2020.1822726
  • Driever, E., Stiggelbout, A., & Brand, P. (2020). Shared decision making: Physicians’ preferred role, usual role and their perception of its key components. Patient Education and Counseling, 103(1), 77-82. https://doi.org/10.1016/j.pec.2019.08.004
  • Etheredge, H., & Fabian, J. (2022). Communication in healthcare: Global challenges in the 21st century. Hamostaseologie, 42(1), 29-35. https://doi.org/10.1055/a-1685-7096
  • Farsi, D. (2021). Social media and health care, part I: Literature review of social media use by health care providers. Journal of Medical Internet Research, 23(4), e23205. https://doi.org/10.2196/23205
  • Godsey, J., Houghton, D., & Hayes, T. (2020). Registered nurse perceptions of factors contributing to the inconsistent brand image of the nursing profession. Nursing Outlook, 68(6), 808-821. https://doi.org/10.1016/j.outlook.2020.06.005
  • Govers, R. (2020). Imaginative communities and place branding. Place Branding and Public Diplomacy, 16(1), 1-5. https://doi.org/10.1057/s41254-019-00143-5
  • Hart, B., & Phau, I. (2022). Conceptualizing attitudes towards brand genuinity: Scale development and validation. Journal of Brand Management, 29, 327-340. https://doi.org/10.1057/s41262-022-00272-y
  • Jenkins, E., Ilicic, J., Barklamb, A., & McCaffrey, T. (2020). Assessing the credibility and authenticity of social media content. Lessons and applications for health communication: A scoping review of the literature. Journal of Medical Internet Research, 22(7), e17296. https://doi.org/10.2196/17296
  • Khosravizadeh, O., Vatankhah, S., Baghian, N., Shahsavari, S., Ghaemmohamadi, M., & Ahadinezhad, B. (2021). The branding process for healthcare centers: Operational strategies from consumer’s identification to market development. International Journal of Healthcare Management, 14(4), 956-964. https://doi.org/10.1080/20479700.2020.1723881
  • Komorowski, M., Kraemer, M., & Brownstein, J. (2020). Sharing patient-level real-time COVID-19 data. Lancet Digital Health, 2(7), e345. https://doi.org/10.1016/S2589-7500(20)30132-1
  • Kreps, G. (2020). The value of health communication scholarship: New directions for health communication inquiry. International Journal of Nursing Sciences, 10 (7), 4-7. https://doi.org/10.1016/j.ijnss.2020.04.007
  • Li, Y., & Zhao, M. (2021). Underdog or top dog brand story? The role of self-construal and need of uniqueness. Frontiers in Psychology, 12, 765802. https://doi.org/10.3389/fpsyg.2021.765802
  • Lithopoulos, A., Evans, D., Faulkner, G., & Rhodes, R. (2021). Marketing physical activity? Exploring the role of brand resonance in health promotion. Journal of Health Communication, 26(10), 675-683. https://doi.org/10.1080/10810730.2021.1989524
  • Luo, Y., Oh, C., Jean, Be., & Choe, E. (2020). Interrelationships between patients’ data tracking practices, data sharing practices, and health literacy: Onsite survey study. Journal of Medical Internet Research, 22(12), e18937. https://doi.org/10.2196/18937
  • Lv, Z., & Qiao, L. (2020). Analysis of healthcare big data. Future Generation Computer Systems, 109(1), 103-110. https://doi.org/10.1016/j.future.2020.03.039
  • Mackert, M., Mandell, D., Donovan, E., Walker, L., Garcia, M., & Bouchacourt, L. (2020). Mobile apps as audience-centered health communication platforms. JMIR mHealth and uHealth, 9(8), e25425. https://doi.org/10.2196/preprints.25425
  • Marca-Frances, G., Frigola-Reig, J., Menéndez-Signorini, J., Compte-Pujol, M., & Massana-Morera, E. (2020). Defining patient communication needs during hospitalization to improve patient experience and health literacy. BMC Health Services Research, 20(1), 131. https://doi.org/10.1186/s12913-020-4991-3
  • McKeown, A., Mourby, M., Harrison, P., Walker, S., Sheehan, M., & Singh, I. (2021). Ethical issues in consent for the reuse of data in health data platforms. Science and Engineering Ethics, 27, 9. https://doi.org/10.1007/s11948-021-00282-0
  • Medina Aguerrebere, P., Pacanowski, T., & Medina, E. (2020). Stakeholders’ participation in hospitals’ branding initiatives on social media: A proposal model for building collective brands. Revista Española de Comunicación en Salud [Spanish Magazine of Health Communication], 11(1), 129-138. https://doi.org/10.20318/recs.2020.5097
  • Medina Aguerrebere, P., Pacanowski, T., & Medina, E. (2021). Online brand management in Canadian hospitals. Zer, 26(51), 13-33. https://doi.org/10.1387/zer.2266
  • Mheidly, N., & Fares, J. (2020). Health communication in low-income countries: A 60-year bibliometric and thematic analysis. Journal of Education and Health Promotion, 9, 163. https://doi.org/10.4103/jehp.jehp_384_20
  • Minou, J., Mantas, J., Malamateniou, F., & Kaitelidou, D. (2020). Health professionals’ perception about big data technology in Greece. Acta Informatica Medica, 28(1), 48-51. https://doi.org/10.5455/aim.2020.28.48-51
  • Newsweek (2023). World’s best hospitals 2023. https://www.newsweek.com/rankings/worlds-best-hospitals-2023/spain
  • Nichols, H., Dababnah, S., Berger, Z., Long, C., & Sacco, P. (2021). Can you hear me now? Effects of patient-centered communication with young adults aged 26 to 39. Journal of Patient Experience, 8, 23743735211033116. https://doi.org/10.1177/23743735211033116
  • Odoom, P., Narteh, B., & Odoom, R. (2019). Healthcare branding: Insights from Africa into health service customers’ repeat patronage intentions. International Journal of Healthcare Management, 14(3), 663-675. https://doi.org/10.1080/20479700.2019.1688503
  • Parker, L., Ryan, R., Young, S., & Hill, S. (2021). Medications and doctor-patient communication. Australian Journal of General Practice, 50(10), 709-714. https://doi.org/10.31128/AJGP-05-21-5973
  • Parsons, C., Hron, J., & Bourgeois, F. (2020). Preserving privacy for pediatric patients and families: Use of confidential note types in pediatric ambulatory care. Journal of the American Medical Informatics Association, 27(11), 1705-1710. https://doi.org/10.1093/jamia/ocaa202
  • Rahman, R., Langner, T., & Temme, D. (2021). Brand love: Conceptual and empirical investigation of a holistic causal model. Journal of Brand Management, 28(1), 609-642. https://doi.org/10.1057/s41262-021-00237-7
  • Reitsamer, B., & Brunner-Sperdin, A. (2021). It’s all about the brand: Place brand credibility, place attachment, and consumer loyalty. Journal of Brand Management, 28, 291-301. https://doi.org/10.1057/s41262-020-00229-z
  • Ren, D., & Ma, B. (2021). Effectiveness of interactive tools in online health care communities: Social exchange theory perspective. Journal of Medical Internet Research, 23(3), e21892. https://doi.org/10.2196/21892
  • Reza, S., Ansari, F., & Mahjob, H. (2022). Physicians’ brand personality: Building brand personality scale. Services Marketing Quarterly, 43(1), 48-66. https://doi.org/10.1080/15332969.2021.1989890
  • Rickert, J. (2020). On patient safety: The lure of artificial intelligence-are we jeopardizing our patients’ privacy? Clinical Orthopedics and Related Research, 478(4), 712-714. https://doi.org/10.1097/CORR.0000000000001189
  • Rindell, A., & Santos, F. (2021). What makes a corporate heritage brand authentic for consumers? A semiotic approach. Journal of Brand Management, 28, 545-558. https://doi.org/10.1057/s41262-021-00243-9
  • Rudd, R. (2022). A call for more rigor in science and health communication. International Journal of Environmental Research and Public Health, 19(3), 1825. https://doi.org/10.3390/ijerph19031825
  • Sander, F., Föhl, U., Walter, N., & Demmer, V. (2021). Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude. Journal of Brand Management, 28, 429-445. https://doi.org/10.1057/s41262-021-00236-8
  • Schmit, C., Ajayi, K., Ferdinand, A., Giannouchos, T., Ilangovan, G., Nowell, B., & Kum, H. (2020). Communicating with patients about software for enhancing privacy in secondary database research involving record linkage: Delphi study. Journal of Medical Internet Research, 22(12), e20783. https://doi.org/10.2196/20783
  • Shi, M., Jiang, R., Hu, X., & Shang, J. (2020). A privacy protection method for health care big data management based on risk access control. Health Care Management Science, 23(3), 427-442. https://doi.org/10.1007/s10729-019-09490-4
  • Shieh, G., Wu, S., Tsai, C., Chang, C., Chang, T., Lui, P., Yao, Y., & Sheu, W. (2020). A strategic imperative for promoting hospital branding: Analysis of outcome indicators. Interactive Journal of Medical Research, 9(1), e14546. https://doi.org/10.2196/14546
  • Shilo, S., Rossman, H., & Segal, E. (2020). Axes of a revolution: Challenges and promises of big data in healthcare. Nature Medicine, 26, 29-38. https://doi.org/10.1038/s41591-019-0727-5
  • Singla, V., & Sharma, N. (2021). Understanding role of fonts in linking brand identity to brand perception. Corporate Reputation Review, 25, 272-286. https://doi.org/10.1057/s41299-021-00127-3
  • Tan, A., Soneji, S., Choi, K., & Moran, M. (2020). Prevalence of using pod-based vaping devices by brand among youth and young adults. Tobacco Control, 29(4), 461-463. https://doi.org/10.1136/tobaccocontrol-2019-055064
  • Tong, V., Krass, I., Robson, S., & Aslani, P. (2021). Opt-in or opt-out health-care communication? A cross-sectional study. Health Expectations, 24(3), 776-789. https://doi.org/10.1111/hex.13198
  • Tsai, W., Lun, D., Carcioppolo, N., & Chuan, C. (2021). Human versus chatbot: Understanding the role of emotion in health marketing communication for vaccines. Psychology and Marketing, 38(12), 2377-2392. https://doi.org/10.1001/10.1002/mar.21556
  • Tseng, H., Hung, W., Hwang, H. & Chang, C. (2020). Do patients’ privacy concerns influence their intention toward medical image exchange consent in Taiwan? Healthcare, 8(1), 14. https://doi.org/10.3390/healthcare8010014
  • Valizadeh, F., & Ghasemi, S. (2020). Human privacy respect from viewpoint of hospitalized patients. European Journal of Translational Myology, 30(1), 8456. https://doi.org/10.4081/ejtm.2019.8456
  • Wang, Y., Wu, H., Lei, X., Shen, J., & Feng, Z. (2020). The influence of doctors’ online reputation on the sharing of outpatient experiences: Empirical study. Journal of Medical Internet Research, 22(12), e16691. https://doi.org/10.2196/16691
  • Wu, T., Deng, Z., Chen, Z., Zhang, D., Wu, X., & Wang, R. (2019). Predictors of patients’ loyalty toward doctors on web-based health communities: Cross-sectional study. Journal of Medical Internet Research, 21(9), e14484. https://doi.org/10.2196/14484
  • Xifra, J. (2020). Comunicación corporativa, relaciones públicas y gestión del riesgo reputacional en tiempos del COVID-19 [Corporate communication, public relations and reputational risk management in times of COVID-19]. El Profesional de la Información [The Information Professional], 29(2), e290220. https://doi.org/10.3145/epi.2020.mar.20
  • Yantian, M., Ahmad, Z., Alkhairy, I., Alsuhabi, H., Alizadeh, M., & Mouhamed, M. (2022). Brand awareness via online media: An evidence using Instagram medium with statistical analysis. Computational Intelligence and Neuroscience, 2022, 2739685. https://doi.org/10.1155/2022/2739685
  • Zegers, C., Witteveen, A., Schulte, M., Henrich, J., Vermeij, A., Klever, B., & Dekker, A. (2021). Mind your data: Privacy and legal matters in eHealth. JMIR Formative Research, 5(3), e17456. https://doi.org/10.2196/17456
  • Zhang, T., Yan, X., Wang, W., & Chen, Q. (2021). Unveiling physicians’ personal branding strategies in online healthcare service platforms. Technological Forecasting and Social Change, 171(3), 120964. https://doi.org/10.1016/j.techfore.2021.120964
  • Zhao, Y., Abbas, M., Samma, M., Ozkut, T., Munir, M., & Rasool, s. (2021). Exploring the relationship between corporate social responsibility, trust, corporate reputation, and brand equity. Frontiers in Psychology, 12, 766422. https://doi.org/10.3389/fpsyg.2021.766422