Building meaningful brands through social media

a case study about hospitals

Keywords: Health Organizations, Branding, Strategic Communication, Stakeholders, Social Media Platforms


Implementing an efficient corporate communication strategy has become a priority for all hospitals interested in building a meaningful brand. To do that, most of these organizations resort to social media such as Facebook, Twitter or Youtube. Thanks to these platforms, hospitals improve and dynamise their relationships with stakeholders, especially patients, employees and media companies. This literature review paper aims to better understand how hospitals should manage these platforms in order to build a meaningful brand based on human values. To do that, we conducted a literature review about different concepts such as corporate communication, brand, social media, and reputation; and, based on this research, we proposed an online communication model aiming to help hospitals build meaningful brands (Medpac Reputation Model). We concluded that hospital organizations should implement professional protocols to analyze the information gathered from social media, prioritize a public relations approach and ban all marketing-related initiatives, and, finally, conduct constantly different research initiatives about the health market.


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How to Cite
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.