Online content strategies for building credible brands: An analysis of the world’s 100 best hospitals

Pablo Medina Aguerrebere 1 * , Eva Medina 2, Toni González Pacanowski 2
More Detail
1 Canadian University Dubai, Dubai, UNITED ARAB EMIRATES
2 University of Alicante, Alicante, SPAIN
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 15, Issue 1, Article No: e202506. https://doi.org/10.30935/ojcmt/15910
OPEN ACCESS   77 Views   42 Downloads   Published online: 02 Feb 2025
Download Full Text (PDF)

ABSTRACT

Health communication experts’ primary responsibility is to build a reputable brand for the hospital. However, they face several challenges: the mass use of online platforms, stakeholders’ new needs, and stricter legal frameworks. This paper analyses how hospitals implement online content strategies to reinforce their scientific credibility and brand reputation. To do that, we conducted a literature review about health communication, hospital brands, and online content initiatives; then, we identified 40 brand indicators to quantitatively analyze how the world’s 100 best hospitals implemented online content strategies to build strong relationships with their stakeholders and promote their brands. Our results proved that most hospitals proposed on their websites special sections for shareholders (98%), patients (95%), media companies (86%), and healthcare professionals (83%); however, on average, hospitals only respected 16,40 brand indicators out of 40 applicable. We concluded that hospitals should professionalize their branding processes, propose different sections for each stakeholder on their websites, and integrate the brand into professional and medical processes.
Keywords: hospitals, content strategies, websites, brand, reputation

CITATION

Medina Aguerrebere, P., Medina, E., & González Pacanowski, T. (2025). Online content strategies for building credible brands: An analysis of the world’s 100 best hospitals. Online Journal of Communication and Media Technologies, 15(1), e202506. https://doi.org/10.30935/ojcmt/15910

REFERENCES

  • Adebesin, F., & Mwalugha, R. (2020). The mediating role of organizational reputation and trust in the intention to use wearable health devices: Cross-country study. JMIR mHealth and uHealth, 8(6), Article e16721. https://doi.org/10.2196/16721
  • Alanazi, M. (2021). Effect of patient education in family medicine practices. Multicultural Education, 7(7), 321–329.
  • Altun, A. (2021). The importance of health literacy and health communication: Evaluation of delayed admission time to hospital in women during myocardial infarction in Turkey in terms of gender inequality. Türk Kardiyoloji Derneği Arşivi, 49(2), 88–93. https://doi.org/10.5543/tkda.2020.58708
  • Ancker, J., Grossman, L., & Benda, N. (2020). Health literacy 2030: Is it time to redefine the term? Journal of General Internal Medicine, 35(8), 2427–2430. https://doi.org/10.1007/s11606-019-05472-y
  • Bange, M., Huh, E., Novin, S., Hui, F., & Yi, P. (2019). Readability of patient education materials from radiologyinfo.org: Has there been progress over the past 5 years? American Journal of Roentgenology, 213(4), 875–879. https://doi.org/10.2214/AJR.18.21047
  • 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. https://doi.org/10.2478/mdke-2024-0005
  • 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, Article 2055207620958913. https://doi.org/10.1177/2055207620958913
  • 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
  • De Las Heras-Pedrosa, C., Rando-Cueto, D., Jambrino-Maldonado, C., & Paniagua-Rojano, F. (2020). Exploring the social media on the communication professionals in public health. Spanish official medical colleges case study. International Journal of Environmental Research and Public Health, 17(13), Article 4859. https://doi.org/10.3390/ijerph17134859
  • 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
  • Finset, A., Bosworth, H., Butow, P., Gulbrandsen, P., Hulsman, R., Pieterse, A., Street, R., Tschoetschel, R., & van Weert, J. (2020). Effective health communication–A key factor in fighting the COVID-19 pandemic. Patient Education and Counselling, 103(5), 873–876. https://doi.org/10.1016/j.pec.2020.03.027
  • Gever, V., & Ezeah, G. (2020). The media and health education: Did Nigerian media provide sufficient warning messages on coronavirus disease? Health Education Research, 35(5), 460–470. https://doi.org/10.1093/her/cyaa020
  • Gómez-Rico, M., Molina-Collado, A., Santos-Vijande, M., Molina-Collado, M., & Imhoff, B. (2022). The role of novel instruments of brand communication and brand image in building consumers’ brand preference and intention to visit wineries. Current Psychology, 7, 12711–12727. https://doi.org/10.1007/s12144-021-02656-w
  • Govers, R. (2020). Imaginative communities and place branding. Place Branding and Public Diplomacy, 16, 1–5. https://doi.org/10.1057/s41254-019-00143-5
  • Hart, B., & Phau, I. (2022). Conceptualizing attitudes towards brand genuinuity: Scale development and validation. Journal of Brand Management, 29, 327–340. https://doi.org/10.1057/s41262-022-00272-y
  • Jenkins, E., Ilicic, J., Molenaar, A., Chin, S., & McCaffrey, T. (2020). Strategies to improve health communication: Can health professionals be heroes? Nutrients, 12(6), Article 1861. https://doi.org/10.3390/nu12061861
  • Kessler, S., & Bachmann, E. (2022). Debunking health myths on the Internet: The persuasive effect of (visual) online communication. Journal of Public Health, 30, 1823–1835. https://doi.org/10.1007/s10389-022-01694-3
  • 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
  • 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, Article 765802. https://doi.org/10.3389/fpsyg.2021.765802
  • Li, Z., & Xu, J. (2020). Medicine together with humanities and media: An MHM model to move forward for health communication studies. International Journal of Nursing Sciences, 7(1), S1–S3. https://doi.org/10.1016/j.ijnss.2020.07.011
  • 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
  • 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), Article 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), Article 131. https://doi.org/10.1186/s12913-020-4991-3
  • Medina Aguerrebere, P., González Pacanowski, T., & Medina, E. (2021). Building meaningful brands through social media: A case study about hospitals. Harvard Deusto Business Research, 10(1), 176–189. https://doi.org/10.48132/hdbr.342
  • Medina Aguerrebere, P., González 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, 11(1). https://doi.org/10.20318/recs.2020.5097
  • Merminod, G., & Benaroyo, L. (2021). Ethical issues in public health communication: Practical suggestions from a qualitative study on campaigns about organ donation in Switzerland. Patient Education and Counseling, 105(4), 881–886. https://doi.org/10.1016/j.pec.2021.07.012
  • 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, Article 163. https://doi.org/10.4103/jehp.jehp_384_20
  • Navarro Martínez, O., Igual García, J., & Traver Salcedo, V. (2021). Estimating patient empowerment and nurses’ use of digital strategies: eSurvey study. International Journal of Environmental Research and Public Health, 18, Article 9844. https://doi.org/10.3390/ijerph18189844
  • Newsweek. (2024). World’s best hospitals 2024. Newsweek. https://www.newsweek.com/rankings/worlds-best-hospitals-2024
  • 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, Article 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(1), 663–675. https://doi.org/10.1080/20479700.2019.1688503
  • Oxman, A., Fretheim, A., Lewin, S., Flottorp, S., Glenton, C., Helleve, A., Vestrheim, D., Iversen, B., & Rosenbaum, S. (2022). Health communication in and out of public health emergencies: To persuade or to inform? Health Research Policy and Systems, 20, Article 28. https://doi.org/10.1186/s12961-022-00828-z
  • 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
  • Porat, T., Nyrup, R., Calvo, R., Paudyal, P., & Ford, E. (2020). Public health and risk communication during COVID-19-enhancing psychological needs to promote sustainable behavior change. Frontiers in Public Health, 8, Article 573397. https://doi.org/10.3389/fpubh.2020.573397
  • 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
  • Razmus, W. (2021). Consumer brand engagement beyond the “likes.” Frontiers in Psychology, 12, Article 692000. https://doi.org/10.3389/fpsyg.2021.692000
  • 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
  • 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
  • Rodrigues, M., Belarmino, A., Custódio, L., Gomes, I., & Ferreira, A. (2020). Communication in health work during the COVID-19 pandemic. Investigación y Educación en Enfermería, 38(3), Article e09. https://doi.org/10.17533/udea.iee.v38n3e09
  • Rudd, R. (2022). A call for more rigor in science and health communication. International Journal of Environmental Research and Public Health, 19(3), Article 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
  • Shafiee, R., 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
  • 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), Article e14546. https://doi.org/10.2196/14546
  • Singla, V., & Sharma, N. (2021). Understanding role of fonts in linking brand identity to brand perception. Corporate Reputation Review, 25(6), 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
  • Tilkin, C., De Winter, M., Ketterer, F., Etienne, A., Vanmeerbeek, M., & Schoenaers, F. (2019). Considering patients’ empowerment in chronic care management: A cross-level approach. European Journal of Investigation in Health, Psychology and Education, 10(1), 134–142. https://doi.org/10.3390/ejihpe10010012
  • Tong, V., Krass, I., Robson, S., & Aslani, P. (2021). Opt-in or opt-out healthcare communication? A cross-sectional study. Health Expectations, 24(3), 776–789. https://doi.org/10.1111/hex.13198
  • Triemstra, J., Poeppelman, R., & Arora, V. (2018). Correlations between hospitals’ social media presence and reputation score and ranking: Cross-sectional analysis. Journal of Medical Internet Research, 20(11), Article e289. https://doi.org/10.2196/jmir.9713
  • 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(7), Article 34539051. https://doi.org/10.1001/10.1002/mar.21556
  • Van den Broucke, S. (2020). Why health promotion matters to the COVID-19 pandemic, and vice versa. Health Promotion International, 35(2), 181–186. https://doi.org/10.1093/heapro/daaa042
  • 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, 29(2), Article e290220. https://doi.org/10.3145/epi.2020.mar.20
  • 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), Article 120964. https://doi.org/10.1016/j.techfore.2021.120964
  • Zhao, X. (2021). Challenges and barriers in intercultural communication between patients with immigration backgrounds and health professionals: A systematic literature review. Health Communication, 38(4), 824–833. https://doi.org/10.1080/10410236.2021.1980188
  • 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, Article 766422. https://doi.org/10.3389/fpsyg.2021.766422