El rol de las redes sociales en la difusión de la identidad corporativa de los hospitales españoles.
Resumen
La consolidación de las redes sociales como herramienta de comunicación institucional, las nuevas expectativas de los pacientes, y el mayor interés de la gente hacia la salud ha obligado a los hospitales a repensar sus estrategias de comunicación online, especialmente las relativas a la difusión de la identidad corporativa. El objetivo de este artículo es analizar el rol de las redes sociales en la difusión de la identidad corporativa de los hospitales. Para ello, se realiza una revisión bibliográfica sobre los conceptos de comunicación institucional, marca, identidad y redes sociales; y, posteriormente, se analiza el uso de las redes sociales por parte de los hospitales españoles. La conclusión del artículo es que los hospitales deben fomentar la formación del profesional de la salud en comunicación institucional, la reflexión estratégica y el uso integrado de redes sociales y web propia.
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