Análisis de vídeos sobre cáncer de mama en YouTube

ONLINE J COMMUN MEDIA TECHNOL

2023

Cancer research institutions resort to social media platforms to reinforce their relations with stakeholders and promote their brand. Nevertheless, they face several challenges: strict legal frameworks, patients’ new demands, and the development health technology. This paper aims to analyze how cancer research institutions manage social media platforms, as well as their corporate websites, for branding purposes. To do that, we conducted a literature review about cancer hospitals’ corporate communication strategies on these platforms; and then, we resorted to 48 indicators to evaluate how the top 100 cancer research institutions in the world managed their corporate websites, as well as their corporate profiles on Facebook, Twitter, and YouTube, for promoting their brand. We concluded that these organizations should use social media platforms to explain their brand architecture, develop a corporate website based on a public health approach, and describe their social engagements in a clearer way. Finally, we recommended three managerial initiatives for these organizations: creating an in-house communication department employing experts in communication and public health, conducting an intellectual reflection about the company’s brand genealogy, and integrating oncologists and nurses in the company’s corporate communication initiatives carried out on social media platforms.

Section: Methodsmentioning

confidence: 99%

Section: Cancer Hospitals' Branding Strategies On Social Mediamentioning

confidence: 99%

Branding cancer research institutions through social media platforms

ONLINE J COMMUN MEDIA TECHNOL

2023

“…3 For each, we evaluated how they implemented branding initiatives on four platforms: a) corporate website, b) Facebook, c) Twitter and d) Youtube. 4 Most hospitals base their online communication strategies on their corporate website (Lim, 2016); however, they also rely on different social media platforms such as Facebook, the most important social media with 2.8 billion monthly active users as of the fourth quarter of 2020 (Statista, 2021); Twitter, one of the best social media platforms to make hospitals brands more dynamic and improve their relationships with patients (So, Prestin, Lee, Wang, Yen & Chou, 2016); and Youtube, the best platform for disseminating health-related videos (Míguez-González, García Crespo & Ramahí-García, 2019). Zer 26-51 (2021), 13-33 Pablo Medina Aguerrebere, Toni González Pacanowski, Eva Medina We considered 48 indicators to evaluate how Canadian hospitals disseminated their brand through social media platforms and websites.…”

Section: Methodsmentioning

confidence: 99%

Online Reputation Management in Canadian Hospitals

ZER- Rev. estud. comun.

2021

This paper aims to evaluate how Canadian hospitals manage Facebook, Twitter, Youtube and their own corporate websites to promote their brand and reinforce their strategic positioning. We carried out a literature review about corporate communication, branding and health organizations; and then, we defined 48 key performance indicators to analyze how the best 85 Canadian hospitals managed Facebook, Twitter, Youtube and their corporate website for promoting their brands. We concluded that most Canadian hospitals used their corporate website for disseminating journalistic information; Facebook and Twitter, for interacting with patients; and Youtube, for publishing videos about health education.

“…For this reason, YouTube has become an essential tool in digital cancer communication (Fernández-Gómez & Díaz-Campo, 2016). YouTube is a powerful education platform that allows patients to better understand cancer diseases and treatments; nevertheless, some videos are not produced by experts in this domain, which constitutes a public health risk (Míguez-González, García Crespo & Ramahí-García, 2019). Hospitals should improve their presence on YouTube in order to analyze in a more accurate way how cancer patients behave and why they take some decisions concerning their treatments (Balasooriya-Smeekens, Walter & Scott, 2015).…”

Section: Cancer Hospitals' Websites and Social Media Platformsmentioning

confidence: 99%

Digital Reputation Management in American Cancer Hospitals

2022

cejc

Cancer patients face complicated situations from an emotional, social and physical perspective. Hospitals help them through implementing corporate communication initiatives based on social media platforms. This win-win relationship allows hospitals to reinforce their brand reputation. This paper aims to better understand how cancer hospitals manage social media platforms for enhancing their brand as well as their relationships with stakeholders. To do that, we carried out a literature review about corporate communication in health organizations, as well as a content analysis about how the top 100 American cancer hospitals managed their corporate website as well as their corporate profile on Facebook, Twitter and YouTube for branding initiatives. Finally, we proposed the Reb Model for Branding Cancer Hospitals. We concluded that thanks to social media, cancer hospitals can reinforce their brand because these platforms allow them to promote human values, improve their internal processes and become a true source of scientific information.