Promoting Pharmaceutical Companies’ Reputation through Facebook: the case of Spain
This paper aims to analyse how the 100 most reputed pharmaceutical companies in Spain use Facebook for improving their corporate reputation. To do that, on the one hand, we carried out a literature review about corporate communication, health organizations and social media; and on the other hand, we analysed their Facebook corporate profiles by using ten indicators related to corporate communication. This paper concludes that pharmaceutical companies in Spain does not consider Facebook any more like a strategic tool for their corporate communication strategies because only 18 companies manage actively a Facebook corporate profile from their headquarters in Spain.
Al-Abri, R., & Al-Balushi, A. (2014). Patient Satisfaction Survey as a Tool Towards Quality Improvement. Oman Medical Journal, 29(1), 3-7.
Archiopoli, A., Ginossar, T., Wilcox, B., Avila, M., Hillm, R., & Oetzel, J. (2016). Factors of interpersonal communication and behavioral health on medication self-efficacy and medication adherence. Aids Care, 28(12), 1607-1614.
Bubien, Y. (2015). Hôpital 2.0: du virtuel au réel. European Psychiatry, 30(8), S74.
Cady, S., Wheeler, J., Dewolf, J., & Brodke, M. (2011). Mission, vision and values: what do they say? Organizational Development Journal, 29(1), 63-78.
Chan, K., Yu-Ling, M., Huxley, P., & Evans, S. (2016). Interpersonal communication, community participation and social inclusion among mental health services users. International Behavioral Health Conference. Hong Kong.
Esposito, A. M. (2017). Hospital branding in Italy: A pilot study based on the case method. Health Marketing Quarterly, 34(1), 35-47.
Fischer, S. (2014). Hospital Positioning and Integrated Hospital Marketing Communications: State-of-the-Art Review, Conceptual Framework, and Research Agenda. Journal of Nonprofit & Public Sector Marketing, 26(1), 1-34.
Frandsen, F., & Johansen, W. (2013). Public relations and the new institutionalism: in search of a theoretical framework. Public Relations Inquiry, 2(2), 205-221.
Gage-Bouchard, E., Lavalley, S., Mollica, M., & Beaupin, L. (2016). Communication and Exchange of Specialized Health-Related Support Among People with Experiential Similarity on Facebook. Health Communication, 1-8.
Glover, M., Khalilzadeh, O., Choy, G., Prabhakar, A., Pandharipande, P., & Gazelle, S. (2015). Hospital Evaluations by Social Media: A Comparative Analysis of Facebook Ratings among Performance Outliers. Journal of General Internal Medicine, 30(10), 1440–1446.
Griffis, H., Kilaru, A., Werner, R., Asch, D., Hershey, J., Hill, S., Ha, Y., Sellers, A., Mahoney, K., & Merchant, R. (2014). Use of Social Media Across US Hospitals: Descriptive Analysis of Adoption and Utilization. Journal of Medical Internet Research, 16(11), e264.
Hays, S., Page, S., & Buhalis, D. (2013). Social Media as a Destination Marketing Tool: Its Use by National Tourism Organizations. Current Issues in Tourism, 16(2), 211-239.
He, H., & Balmer, J. (2013). A grounded theory of the corporate identity and corporate strategy dynamic. European Journal of Marketing, 47(3-4), 401-430.
Househ, M., Borycki, E., & Kushniruk, A. (2014). Empowering patients through social media: The benefits and challenges. Health Informatics Journal, 20(1), 50-58.
Huang, E. (2013). US hospitals on YouTube™: a test to the Altruistic marketing approach. Journal of Communication in Healthcare, 6(2), 128-134.
Huang, E., & Dunbar, C. L. (2013). Connecting to patients via social media: A hype or a reality? Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing, 13(1): 14-23.
Huesch, M., Currid-Halkett, E., & Doctor, J. (2014). Public hospital quality report awareness: evidence from National and Californian Internet searches and social media mentions. BMJ Open, 4, e004417.
Hutter, K., Hautz, J., Dennhardt, S., & Fuller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351.
Jahromi, V., Tatabee, S., Abdar, Z., & Rajabi, M. (2016). Active listening: The key of successful communication in hospital managers. Electronic Physician, 8(3).
Kemp, E., Jilipalli, R., & Becerra, E. (2014). Healthcare branding: developing emotionally based consumer brand relationships. Journal of Services Marketing, 28(2), 126 – 137.
Laroche, M., Habibi, M., & Richard, M. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33 (1), 76-82.
Lee, J., Choudry, N., Wu, A., Matlin, O., Brennan, T., Shrank, W. (2015). Patient Use of Email, Facebook, and Physician Websites to Communicate with Physicians: A National Online Survey of Retail Pharmacy Users. Journal of General Internal Medicine, 31 (1), 45-51.
Lim, W. M. (2016). Social media in medical and health care: opportunities and challenges. Marketing Intelligence & Planning, 34(7): 964-976.
Liu, X., Guo, X., Wu, H., & Vogel, D. (2014). Doctor’s Effort Influence on Online Reputation and Popularity. Smart Health - International Conference. Beijing.
Martini, M. (2010). Communication — An important management task in the hospital market. Journal of Management & Marketing in Healthcare, 3 (1): 9-12.
Mazzei, A. (2014). A multidisciplinary approach for a new understanding of corporate communication. Corporate Communications: An International Journal, 19(2), 216-230.
Mccarroll, M., Armbruster, S., Chung, J., Kim, J., Mckenzie, A., & Von Gruenigen, V. (2014). Health Care and Social Media Platforms in Hospitals. Health Communication, 29(9): 947-952.
Medina Aguerrebere, P. (2017). La gestion de la reputación online en las marcas hospitalarias: una propuesta de modelo. Zer, Revista de Estudios de Comunicación, 22(43), 53-68.
Miller, A., & Tucker, C. (2013). Active social media management: the case of health care. Information Systems Research, 24(1), 52-70.
Mira, J. J., Lorenzo, S., & Navarro, I. (2014). Hospital Reputation and Perceptions of Patient Safety. Medical Principles and Practice, 23, 92-94.
Moser, R., & Greeman, G. (2014). An Empirical Analysis of the Public’s Attitudes Toward Advertising Hospital Services: A Comparative Cross-Sectional Study. Health Marketing Quarterly, 31, 13-30.
Nelson, W., Taylor, E., & Walsh, T. (2014). Building an Ethical Organizational Culture. The Health Care Manager, 33(2), 158-164.
Ortega, A., Sastre, & M. A. Ángel. 2013. Impact of perceived corporate culture on organizational commitment. Management Decision, 51(5), 1071-1083.
Park, H., Rodgers, S., Stemmle, J. (2013). Analyzing Health Organizations' Use of Twitter for Promoting Health Literacy. Journal of Health Communication, 18(4), 410-425.
Pelitti, P. (2016). Estrategias de comunicación interna y externa de los hospitales públicos bonaerenses de la Región Sanitaria X. Revista especializada en comunicación y periodismo, 1(49), 368-379.
Rando Cueto, D., & De Las Heras Pedrosa, C. (2016). Análisis de la comunicación corporativa de los hospitales andaluces vía Twitter. Opción, 32(8), 557-576.
Richter, J., Muhlestein, D., & Wilks, C. (2014). Social Media: how hospitals use it, and opportunities for futureuse. Journal of Healthcare Management, 59(6), 447-460.
Rodrigues, A., Azevedo, C., & Calvo, V. (2016). Internal Communication In Organizations: Practical Instruments to Help the Shift Change. Millenium, 2(1), 105-114.
Rozenblum, Ronen; Bates, David. 2013. “Patient-centred healthcare, social media and the internet: the perfect storm?” BMJ Quality and Safety, 22, 183-186. Doi: 10.1136/bmjqs-2012-001744.
Sheehan, N., & Grant, I. (2014). Principles operationalize corporate values so they matter. Strategy & Leadership, 42(3), 23-30.
Singal, A., & Jain, A. (2013). An empirical examination of the influence of corporate vision on internationalization. Strategic Change, 22(5-6), 243-257.
Tengilimoglu, D., Yesiltas, M., Kisa, A., & Dziegielewski, S. (2007). The Role of Public Relations Activities in Hospital Choice. Health Marketing Quarterly, 24(3-4), 19-31.
Timian, A., Rupcic, S, Kachnowski, S., & Luisi, P. (2013). Do patients “like” good care? Measuring hospital quality via Facebook. American Journal of Medical Quality, 28(5), 374-382.
Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328-344.
Van Der Velden, M., & El Eman, K. (2013). Not all my friends need to know: a qualitative study of teenage patients, privacy, and social media. Journal of the American Medical Informatics Association, 20, 16-24.
Van Riel, C., & Fombrun, C. (2007). Essentials of corporate communication: implementing practices for effective reputation gestion. Abingdon: Routledge.
Veltri, S., & Nardo, M. T. (2013). The Intangible Global Report: an integrated corporate communication framework. Corporate Communications: An International Journal, 18(1), 26-51.
Wang, Y. C., Hsu, K. C. Hsu, S. H., & Hsieh, P. A. 2011. Constructing an index for brand equity: a hospital example. The Service Industries Journal, 31(2), 311-322.
Welch, M., & Jackson, P. (2007). Rethinking internal communication: a stakeholder approach. Corporate Communications: An International Journal, 12(2): 177-198.
Zerfass, A., & Viertmann, C. (2017). Creating business value through corporate communication: A theory-based framework and its practical application. Journal of Communication Management, 21(1), 68-81.
This work is licensed under a Creative Commons Attribution 4.0 International License.
The authors must be able to transfer to Harvard Deusto Business Research the rights to publish the articles. It is the responsibility of the authors to obtain the necessary permissions for the images that are covered by copyright.
Authors conserve the copyright to their own works. Contributions to Publicaciones Harvard Deusto Business Research are covered by a CC-BY (Creative Commons Attribution 4.0 International Public License) license, which grants open access rights to society. Specifically, the CC-BY license permits any type of use, distribution and changes based on the article, as long as the author and original source are properly acknowledged.