Corporate communication strategies in hospitals
Abstract
Hospitals must rethink their strategic use of institutional communications in a context marked by new information and communication technologies, increased social and media exposure, new patient demands, and rising general public interest in topics related to preventive healthcare and healthy lifestyle choices. Hospital organizations have various ways of carrying out internal and external communications that enable satisfactory relationships with different interest groups, particularly patients and media outlets. Which is why they have adopted a holistic and integral approach that covers all communications (internal, external, and so on) and aims to convey the image of a single brand to stakeholders, all of which helps organizations position themselves strategically in the hospital marketplace.
Downloads
References
Alkibay, S., Ozdogan, B., Ermec, A. (2008). Corporate visual identity: a case in hospitals. Health marketing quarterly, 24, (3), p. 131-149.
Angelelli, C. & Geist-Martin, P. (2005). Enhancing culturally competent health communication: constructing understanding between providers and culturally diverse patients. En: Berlin Ray, E. (ed.). Health communication in practice: a case study approach (p. 271-283). Mahwah, New Jersey: Lawrence Erlbaum.
Asenjo, M. A. (2002). Las claves de la gestión hospitalaria. Barcelona: Gestión 2000.
Asenjo, M. A.; Bertrán, M. J. & Guinovart C. (2006). Analysis of Spanish hospital’s reputation: relationship with their scientific production in different subspecialities. Medicina clínica, 126, p. 768-770.
Barret, R. (2003). Libérer l’âme de l’entreprise: bâtir une organisation visionnaire guidée par les valeurs. Bruxelles; Paris: De Boeck.
Bernhardt, J.; Mays, D. & Kreuter, M. (2011). Dissemination 2.0: closing the gap between knowledge and practice with new media and marketing. Journal of health communication, 16 (sup1.), p. 32-44.
Berry, D. (2007). Health communication: theory and practice. Maidenhead: Open University Press.
Brédart, A.; Bouleuc, C. & Dolbeault, S. (2005). Doctor–patient communication and satisfaction with care in oncology. Current opinion in oncology, 17, p. 351-354.
Buckley, P. (2007). The complete guide to hospital marketing. Marblehead: HCPro Inc.
Chiu-chi, E. & Khurana, A. (2012). Users’ preferred interactive e-health tools on hospital web sites. International journal of pharmaceutical and healthcare marketing, 6 (3), p. 215-229.
Cléber, S.; Jin, L.; Levinson, W. & Meltzer, D. (2008). Does doctor-patient communication affect patient satisfaction with hospital care?: results of an analysis with a novel instrumental variable. Health services research, 43 (5), p. 1505-1519.
Costa, J. (2001). Imagen corporativa en el siglo XXI. Buenos Aires: Ediciones La Crujía.
De Chernatony, L. (2010). From brand vision to brand evaluation the strategic process of growing and strengthening brands. Burlington: Routledge.
Décaudin, J.; Igalens, J. & Waller, S. (2006). La communication interne: stratégies et techniques. Paris: Dunod.
Ekurd, P.; Medeni, T.; Medeni, T. & Sagsan, M. (2017). Effects of occupational commitment on corporate reputation: an empirical test for a hospital case in North Cyprus. International journal of organizational leadership, 6, p. 17-31.
Elías, J. & Mascaray, J. (1998). Más allá de la comunicación interna: diez estrategias para la implantación de valores y la conquista del comportamiento espontáneo de los empleados. Barcelona: Gestión 2000.
Expósito Hernández, J.; Gallo Vallejo, F. J.; García Cubillo, M. et al. (2002). La verdadera experiencia de gestión. En: Expósito Hernández, J. (ed.). El trabajo de gestión desde una dirección médica: los profesionales, las prácticas clínicas y los gestores (p. 195-208). Granada: Hospital Universitario Virgen de la Nieves.
Frandsen, F. & Johansen, W. (2013). Corporate communication. En: Bhatia, V. & Bremner, S. (eds). The Routledge handbook of language and professional communication (p. 220-236). London: Routledge.
Freeman, E.; Wicks, A. & Bidhan P. (2004). Stakeholder theory and the corporate objective revisited. Organization science, 15 (3), p. 364-369.
García Jiménez, J. (1998). La comunicación interna. Madrid: Díaz de Santos.
Goodman, M. (2006). Corporate communication practice and pedagogy at the dawn of new millenium. Corporate communication: an international journal, 11 (3), p. 196-213.
He, H. W. & Balmer, J. (2008). Identity studies: multiple perspectives and implications for corporate-level marketing. European journal of marketing, 41 (7/8), p. 765-785.
Hibbard, J. H.; Stockard, J. & Tusler, M. (2005). Hospital performance reports: impact on quality, market share, and reputation. Health affairs, 24, p. 1150-1160.
Hoon Kim, K.; Sik Kim, K.; Yul Kim, D.; Ho Kim, J. & Hou Kang, S. (2008). Brand equity in hospital marketing. Journal of business research, 61 (1), p. 75-82.
Househ, M. (2013). The use of social media in healthcare: organizational, clinical, and patient perspectives. Studies in health technologies and informatics, 183, p. 244-248.
Kietzmann, J.; Hermkens, K.; McCarthy, I. & Silvestre, B. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business horizons, 54 (3), p. 241-251.
Luecke, R. (2007). Mastering the media. En: Crisis management: master the skills to prevent disasters (p. 207). Brighton, MA: Harvard Business Press. (Harvard Business essentials series).
Mazzei, A. (2014). A multidisciplinary approach for a new understanding of corporate communication. Corporate communications: an international journal, 19 (2), p. 216-230.
McKee, M. & Healy, J. (eds.) (2002). Future hospitals. En: Hospitals in a changing Europe (p. 281-284). Philadelphia: Open University Press.
Medina, P. (2011). Organización de la comunicación interna en hospitales. Madrid: Fragua.
Medina, P. (2015). Management of the internal communication in hospitals: conceptual framework and implementation model. International journal of communication and health, 5, p. 53-65.
Melewar, T. & Karaosmanoglu, E. (2006). Seven dimensions of corporate identity: a categorisation from the practitioners’ perspectives. European journal of marketing, 40 (7/8), p. 846-69.
Mora, J. M. (ed.) (2009). Nuevos desafíos para una profesión centenaria. En: 10 ensayos de comunicación institucional (p. 13-27). Pamplona: Editorial Universidad de Navarra (EUNSA).
Muñoz Morales, R.; Arias Cornejo, M.; Sánchez Sánchez, N. & Hernández Porras, T. (2015). Relación médico-paciente desde la perspectiva del paciente en el hospital nacional Almanzor Aguinaga Asenjo 2014. Revista Experiencia en medicina del Hospital Regional Lambayeque, 1 (1), p. 20-24.
Naveen, K.; Anil, J. & Smruthi, T. (2014). Impact of healthcare marketing and branding on hospital services. International journal of research foundation of hospital & healthcare administration, 2 (1), p. 19-24.
Nieto, A. (2005). Comunicación institucional: bases para la evaluación. En: Sevillano, M. (ed). Reflexiones en torno a la libertad de empresa informativa (p. 409-442). Madrid: Facultad de Ciencias de la Información. Universidad Complutense de Madrid.
Obregón, R. (2010). Un panorama de la investigación, teoría y práctica de la comunicación en salud. Revista Folios, 23, p. 13-29.
Petracci, M. & Waisbord, S. (coords.) (2011). Comunicación y salud en la Argentina. Buenos Aires: La Crujía Ediciones.
Sharma, N. & Kamalanabhan, T. J. (2012). Internal corporate communication and its impact on internal branding. Corporate communications: an international journal, 17 (3), p. 300-322.
Sofaer, S. & Friminger, K. (2005). Patients perception of the quality of health services. Annual review of public health, 26: p. 513-559.
Sparer, M. (2011). US healthcare reform and the future of dentistry. American journal of public health, 10 (10), p. 1841-1844.
Sull, D. (2007). Acercar la estrategia a la ejecución. Harvard Deusto business review, 162, p. 8-23.
Thomson, K. & Rodríguez Tarodo, A. (2000). El capital emocional: cómo cautivar los corazones y las mentes para conseguir empresas que triunfen a través del marketing y de la comunicación interna. Madrid: ESIC.
Van Riel, C. (1998). Comunicación corporativa. Madrid: Prentice Hall.
Vance, K.; Howe, W. & Dellavale, R. (2009). Social internet sites as a source of public health information. Dermatologic clinic, 27 (2), p. 133-136.
Wright, K.; Sparks, L. & O’Hair, D. (2008). Health communication in the 21st century. Malden: Blackwell.
Copyright (c) 2017 Pablo Medina Aguerrebere, Antonio González Pacanowski
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
The authors retain the copyright and guarantee the journal the right to be the first publication of the work. In case that a translation of the article already published in Austral Comunicación can be published in another journal, it is requested to record the original publication in the translated version.
The license used is CC BY-NC-SA, which allows sharing (copying and redistributing the material in any medium and format) and adapting (remixing, transforming and building on the material) under the following terms: attribution (acknowledge authorship) and non-commercial (the material cannot be used for commercial purposes). Update: February 1, 2022.
Austral Comunicación allows the author (s) to retain the publication rights without restrictions.
