Pablo Medina Aguerrebere
Biographic Data
| ID | 6701671 |
|---|---|
| NAME | Pablo Medina Aguerrebere |
| GIVEN NAMES | Pablo Medina |
| FAMILY NAME | Aguerrebere |
| SIGNATURE | AGUERREBERE P M |
| AFFILIATIONS | Canadian University of Dubai |
| ORCID | 0000-0002-5882-9298 |
| VERIFIED | Yes |
| TOTAL WORKS | 23 |
| TOTAL CITATIONS | 4 |
| WORKS AS AUTHOR | 23 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2010 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 1 |
Spanish hospitals’ online branding content strategies
Building a reputable brand constitutes a priority for hospitals since it improves their relationships with stakeholders. However, these organizations face several challenges: strict legal frameworks, evolving patient needs, and advances in medical technology. This paper analyzes the online content strategies of Spanish hospitals to promote their brands through their websites. We conducted a literature review on digital hospitals and their communi…
Building Credible Brands through Corporate Websites
Introduction: Hospitals manage their websites to reinforce their relationships with stakeholders and build the brand collectively with them. Objective: This paper aims to analyze how French hospitals use their websites to share content that reinforces relationships with stakeholders and promotes their brands. Methodology: We conducted a literature review of hospitals’ corporate communication initiatives, branding efforts, and online branding init…
Online content strategies for building credible brands
Health communication experts’ primary responsibility is to build a reputable brand for the hospital. However, they face several challenges: the mass use of online platforms, stakeholders’ new needs, and stricter legal frameworks. This paper analyses how hospitals implement online content strategies to reinforce their scientific credibility and brand reputation. To do that, we conducted a literature review about health communication, hospital bran…
Branding countries through multicultural events
Private and public companies, as well as public authorities and governments, resort to corporate communication to build trust relationships with their stakeholders and, in this way, reinforce their corporate brands. However, they face different challenges including social transformations and cultural changes. This study evaluates how the FIFA World Cup 2022 impacted Qatar’s brand. To do that, we conducted a review of the literature about corporat…
Revamping hospitals’ online communication strategies
Introduction: Hospitals implement artificial intelligence, big data, and telehealth to accelerate digital transformation and improve quality standards. However, their corporate communication strategies remain very conservative (brochures, magazines, websites) and inconsistent with their ambitious organizational goals. Objective: This literature review-based paper analyzes how hospitals should use technology to revamp their online communication st…
Hospitals’ Corporate Communication Initiatives during the Covid-19 Outbreak
The Covid-19 pandemic led hospitals to work differently with regards to legal procedures, eHealth services. etc., and brought a changing and fluctuating health care environment that affected communication relations among clinicians, patients, and families. These organizations were also forced to make their corporate communication initiatives more efficient and interact with stakeholders differently, especially with patients and media companies. T…
Building smart brands through online and artificial intelligence tools
Building a reputed brand constitutes a priority for hospitals interested in establishing positive relationships with their stakeholders. However, hospitals face different challenges: limited budgets, strict legal frameworks, etc. To overcome these challenges, many hospitals resort to online and artificial intelligence tools. This paper analyzes how hospitals manage both tools to improve their relationships with stakeholders and reinforce their br…
Promoting Hospitals’ Reputation through Smart Branding Initiatives. A Quantitative Analysis of the Best Hospitals in the United States
Hospitals use different technological tools to implement corporate communication initiatives and, in this way, improve their relationships with stakeholders (employees, patients, media companies) and build a reputed brand. However, they face different barriers: limited budgets for corporate communication, strict legal frameworks, and stakeholders’ new needs regarding information and emotional support. This paper aims to analyze how the 100 best h…
Promoting health education through mobile apps
Introduction: Promoting health education through different platforms (patient portals, social media, websites) has become a common practice in many countries. Recently, many hospitals have prioritized mobile apps as a health education tool. Objectives: This paper aims to analyze how hospitals should use mobile apps to promote health education efficiently and this way improve their relations with patients. Methodology: To answer this question, we …
Promoting Hospitals’ Brand Reputation through Mobile Apps. A Quantitative Analysis about the Best Hospitals in Spain
This paper aims to evaluate how hospitals manage mobile applications to reinforce their relations with patients and promote their brands. To do that, we conducted a literature review about hospitals’ corporate communication, their branding initiatives, and their use of mobile apps for this purpose; then, we defined 36 indicators to quantitively analyze how the 150 best hospitals in Spain used mobile apps to promote their brands. We concluded that…
Branding cancer research institutions through social media platforms
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 literat…
Can ChatGPT improve communication in hospitals
Hospitals’ use of communication is a crucial aspect of patient care, yet medical material is often hard to read and understand for patients. Issues related to lack of standardization, use of jargon, reliance on outdated technology, poor coordination between health personnel, and shortage of healthcare workers lead to miscommunication, delays, and errors in patient care. By improving communication, hospitals can improve patient care and outcomes, …
The Impact of Social Media on Hospitals’ Branding Initiatives
Introduction: Hospitals face a constantly changing context that leads them to accelerate their digital transformation: cyberhealth, new business models, global competition, etc. In this framework, social media platforms have become a useful tool for transforming hospitals and enhancing their public image. Objectives: This paper aims to analyze how the world’s best hospitals manage social media platforms to disseminate brand related content and th…
Promoting Health Brands through Social Media. A Quantitative Analysis about the World’s Best Cancer Hospitals
Cancer hospitals enforce different initiatives to accelerate digital transformation, such as mobile health or artificial intelligence. Nevertheless, some health professionals are not willing to adopt these technologies. In order to change some employees’ perspectives, these hospitals resort to social media platforms. This paper aims to evaluate how the worlds’ best cancer hospitals manage social media platforms, as well as their corporate website…
Online Reputation Management in Canadian Hospitals
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 p…
Stakeholders’ participation in hospitals’ branding initiatives on social media
Introducción: Las organizaciones sanitarias hacen frente a muchos desafíos económicos y de gestión, como son la consolidación de los hospitales privados e internacionales, el creciente interés de la gente por la educación sanitaria o el desarrollo de la telemedicina. En este contexto, muchas organizaciones priorizan las redes sociales como principal herramienta de comunicación corporativa para construir una marca reputada de manera colectiva junt…
Twitter’s impact in building reputed hospital brands in USA
Social media have become a strategic tool for hospitals interested in boosting their corporate communication and achieving several organizational objectives such as improving patient’s engagement or reinforcing their own corporate reputation. These platforms help hospitals adapt their communication strategies to a new context (new patients’ demands, increasing competition between health organizations, development of health technologies, etc.). Th…
Online reputation management by cancer hospitals
Cancer hospitals manage social media platforms in a professional way to improve their relationships with internal and external stakeholders and reinforce their corporate brand. To do so, they need their health professionals to be involved: these professionals become brand ambassadors able to influence society. Nevertheless, they face different challenges: legal issues, new patients’ demands, privacy-related matters, or the difficulty of dissemina…
Comunicación interna hospitalaria
La gestión profesional de la comunicación institucional se ha convertido en una iniciativa estratégica para aquellos hospitales que desean crear una marca sólida. Para ello, la definición de la arquitectura de marca (identidad, valores, misión, visión, cultura e imagen) y su difusión entre los stakeholders internos resulta fundamental. El objetivo de este artículo es reflexionar sobre el impacto que tiene la creatividad publicitaria en las accion…
La construction de la valeur de marque des universités à travers les réseaux sociaux. Le cas de Facebook
L’objectif de cet article est de savoir si les réseaux sociaux contribuent à développer la valeur de marque des universités. Pour ce faire, on a réalisé une analyse bibliographique sur le rôle des réseaux sociaux dans la construction de marque ; ainsi qu’une analyse quantitative sur le profil Facebook des cent meilleures universités au monde à l’aide de dix indicateurs. La conclusion de l’article est que Facebook aide les universités à développe…
Análisis de la investigación sobre creatividad en publicidad en España de 1980 a 2012
We provide a content analysis of the research published on advertising creativity in Spanish communication journals of the first and second quartile of the In-Recs index (2011 edition): Anàlisi (from 1980 to 2012), Comunicar (from 1993 to 2012), Comunicación y sociedad (from 1988 to 2012), Doxa (from 2003 to 2012), Questiones publicitarias (from 1993 to 2012), Revista latina de comunicación social(from 1998 to 2012), Trípodos (from 1996 to 2012),…
Blogs para pacientes como nueva fuente de información de salud
Patients are turning increasingly to blogs to learn about health and to share experiences related to this area. These blogs are written by patients or health professionals and constitute an exceptional aid for the promotion of education in health issues for this population. The high educational level of the bloggers, the variety of sources of information used and the different aims pursued make these blogs full participants in the health area. Th…
Sistemas de usuario en la gestión online de contenidos biomédicos
Public demand for information about health matters has led several organizations to develop custom systems for self-management of medical information. These systems facilitate the management of this information by the public, health care professionals, public institutions, companies and groups of patients. Thanks to new technologies, patients are taking an active role in searching the internet with queries about health-related issues, which gives…
Análisis de la investigación sobre creatividad en publicidad en España de 1980 a 2012
We provide a content analysis of the research published on advertising creativity in Spanish communication journals of the first and second quartile of the In-Recs index (2011 edition): Anàlisi (from 1980 to 2012), Comunicar (from 1993 to 2012), Comunicación y sociedad (from 1988 to 2012), Doxa (from 2003 to 2012), Questiones publicitarias (from 1993 to 2012), Revista latina de comunicación social(from 1998 to 2012), Trípodos (from 1996 to 2012),…
Can ChatGPT improve communication in hospitals
Hospitals’ use of communication is a crucial aspect of patient care, yet medical material is often hard to read and understand for patients. Issues related to lack of standardization, use of jargon, reliance on outdated technology, poor coordination between health personnel, and shortage of healthcare workers lead to miscommunication, delays, and errors in patient care. By improving communication, hospitals can improve patient care and outcomes, …
Promoting Health Brands through Social Media. A Quantitative Analysis about the World’s Best Cancer Hospitals
Cancer hospitals enforce different initiatives to accelerate digital transformation, such as mobile health or artificial intelligence. Nevertheless, some health professionals are not willing to adopt these technologies. In order to change some employees’ perspectives, these hospitals resort to social media platforms. This paper aims to evaluate how the worlds’ best cancer hospitals manage social media platforms, as well as their corporate website…
Sistemas de usuario en la gestión online de contenidos biomédicos
Public demand for information about health matters has led several organizations to develop custom systems for self-management of medical information. These systems facilitate the management of this information by the public, health care professionals, public institutions, companies and groups of patients. Thanks to new technologies, patients are taking an active role in searching the internet with queries about health-related issues, which gives…
Blogs para pacientes como nueva fuente de información de salud
Patients are turning increasingly to blogs to learn about health and to share experiences related to this area. These blogs are written by patients or health professionals and constitute an exceptional aid for the promotion of education in health issues for this population. The high educational level of the bloggers, the variety of sources of information used and the different aims pursued make these blogs full participants in the health area. Th…
La construction de la valeur de marque des universités à travers les réseaux sociaux. Le cas de Facebook
L’objectif de cet article est de savoir si les réseaux sociaux contribuent à développer la valeur de marque des universités. Pour ce faire, on a réalisé une analyse bibliographique sur le rôle des réseaux sociaux dans la construction de marque ; ainsi qu’une analyse quantitative sur le profil Facebook des cent meilleures universités au monde à l’aide de dix indicateurs. La conclusion de l’article est que Facebook aide les universités à développe…
Análisis de la investigación sobre creatividad en publicidad en España de 1980 a 2012
We provide a content analysis of the research published on advertising creativity in Spanish communication journals of the first and second quartile of the In-Recs index (2011 edition): Anàlisi (from 1980 to 2012), Comunicar (from 1993 to 2012), Comunicación y sociedad (from 1988 to 2012), Doxa (from 2003 to 2012), Questiones publicitarias (from 1993 to 2012), Revista latina de comunicación social(from 1998 to 2012), Trípodos (from 1996 to 2012),…
Comunicación interna hospitalaria
La gestión profesional de la comunicación institucional se ha convertido en una iniciativa estratégica para aquellos hospitales que desean crear una marca sólida. Para ello, la definición de la arquitectura de marca (identidad, valores, misión, visión, cultura e imagen) y su difusión entre los stakeholders internos resulta fundamental. El objetivo de este artículo es reflexionar sobre el impacto que tiene la creatividad publicitaria en las accion…
Stakeholders’ participation in hospitals’ branding initiatives on social media
Introducción: Las organizaciones sanitarias hacen frente a muchos desafíos económicos y de gestión, como son la consolidación de los hospitales privados e internacionales, el creciente interés de la gente por la educación sanitaria o el desarrollo de la telemedicina. En este contexto, muchas organizaciones priorizan las redes sociales como principal herramienta de comunicación corporativa para construir una marca reputada de manera colectiva junt…
Twitter’s impact in building reputed hospital brands in USA
Social media have become a strategic tool for hospitals interested in boosting their corporate communication and achieving several organizational objectives such as improving patient’s engagement or reinforcing their own corporate reputation. These platforms help hospitals adapt their communication strategies to a new context (new patients’ demands, increasing competition between health organizations, development of health technologies, etc.). Th…
Online reputation management by cancer hospitals
Cancer hospitals manage social media platforms in a professional way to improve their relationships with internal and external stakeholders and reinforce their corporate brand. To do so, they need their health professionals to be involved: these professionals become brand ambassadors able to influence society. Nevertheless, they face different challenges: legal issues, new patients’ demands, privacy-related matters, or the difficulty of dissemina…
Online Reputation Management in Canadian Hospitals
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 p…
The Impact of Social Media on Hospitals’ Branding Initiatives
Introduction: Hospitals face a constantly changing context that leads them to accelerate their digital transformation: cyberhealth, new business models, global competition, etc. In this framework, social media platforms have become a useful tool for transforming hospitals and enhancing their public image. Objectives: This paper aims to analyze how the world’s best hospitals manage social media platforms to disseminate brand related content and th…
Promoting Health Brands through Social Media. A Quantitative Analysis about the World’s Best Cancer Hospitals
Cancer hospitals enforce different initiatives to accelerate digital transformation, such as mobile health or artificial intelligence. Nevertheless, some health professionals are not willing to adopt these technologies. In order to change some employees’ perspectives, these hospitals resort to social media platforms. This paper aims to evaluate how the worlds’ best cancer hospitals manage social media platforms, as well as their corporate website…
Promoting health education through mobile apps
Introduction: Promoting health education through different platforms (patient portals, social media, websites) has become a common practice in many countries. Recently, many hospitals have prioritized mobile apps as a health education tool. Objectives: This paper aims to analyze how hospitals should use mobile apps to promote health education efficiently and this way improve their relations with patients. Methodology: To answer this question, we …
Promoting Hospitals’ Brand Reputation through Mobile Apps. A Quantitative Analysis about the Best Hospitals in Spain
This paper aims to evaluate how hospitals manage mobile applications to reinforce their relations with patients and promote their brands. To do that, we conducted a literature review about hospitals’ corporate communication, their branding initiatives, and their use of mobile apps for this purpose; then, we defined 36 indicators to quantitively analyze how the 150 best hospitals in Spain used mobile apps to promote their brands. We concluded that…
Branding cancer research institutions through social media platforms
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 literat…
Can ChatGPT improve communication in hospitals
Hospitals’ use of communication is a crucial aspect of patient care, yet medical material is often hard to read and understand for patients. Issues related to lack of standardization, use of jargon, reliance on outdated technology, poor coordination between health personnel, and shortage of healthcare workers lead to miscommunication, delays, and errors in patient care. By improving communication, hospitals can improve patient care and outcomes, …
Branding countries through multicultural events
Private and public companies, as well as public authorities and governments, resort to corporate communication to build trust relationships with their stakeholders and, in this way, reinforce their corporate brands. However, they face different challenges including social transformations and cultural changes. This study evaluates how the FIFA World Cup 2022 impacted Qatar’s brand. To do that, we conducted a review of the literature about corporat…
Revamping hospitals’ online communication strategies
Introduction: Hospitals implement artificial intelligence, big data, and telehealth to accelerate digital transformation and improve quality standards. However, their corporate communication strategies remain very conservative (brochures, magazines, websites) and inconsistent with their ambitious organizational goals. Objective: This literature review-based paper analyzes how hospitals should use technology to revamp their online communication st…
Hospitals’ Corporate Communication Initiatives during the Covid-19 Outbreak
The Covid-19 pandemic led hospitals to work differently with regards to legal procedures, eHealth services. etc., and brought a changing and fluctuating health care environment that affected communication relations among clinicians, patients, and families. These organizations were also forced to make their corporate communication initiatives more efficient and interact with stakeholders differently, especially with patients and media companies. T…
Building smart brands through online and artificial intelligence tools
Building a reputed brand constitutes a priority for hospitals interested in establishing positive relationships with their stakeholders. However, hospitals face different challenges: limited budgets, strict legal frameworks, etc. To overcome these challenges, many hospitals resort to online and artificial intelligence tools. This paper analyzes how hospitals manage both tools to improve their relationships with stakeholders and reinforce their br…
Promoting Hospitals’ Reputation through Smart Branding Initiatives. A Quantitative Analysis of the Best Hospitals in the United States
Hospitals use different technological tools to implement corporate communication initiatives and, in this way, improve their relationships with stakeholders (employees, patients, media companies) and build a reputed brand. However, they face different barriers: limited budgets for corporate communication, strict legal frameworks, and stakeholders’ new needs regarding information and emotional support. This paper aims to analyze how the 100 best h…
Building Credible Brands through Corporate Websites
Introduction: Hospitals manage their websites to reinforce their relationships with stakeholders and build the brand collectively with them. Objective: This paper aims to analyze how French hospitals use their websites to share content that reinforces relationships with stakeholders and promotes their brands. Methodology: We conducted a literature review of hospitals’ corporate communication initiatives, branding efforts, and online branding init…
Online content strategies for building credible brands
Health communication experts’ primary responsibility is to build a reputable brand for the hospital. However, they face several challenges: the mass use of online platforms, stakeholders’ new needs, and stricter legal frameworks. This paper analyses how hospitals implement online content strategies to reinforce their scientific credibility and brand reputation. To do that, we conducted a literature review about health communication, hospital bran…
Spanish hospitals’ online branding content strategies
Building a reputable brand constitutes a priority for hospitals since it improves their relationships with stakeholders. However, these organizations face several challenges: strict legal frameworks, evolving patient needs, and advances in medical technology. This paper analyzes the online content strategies of Spanish hospitals to promote their brands through their websites. We conducted a literature review on digital hospitals and their communi…
Business (18 works) · Political science (18 works) · Computer Science (13 works) · Public relations (13 works) · Social media (10 works) · Social Media in Health Education (10 works) · Marketing (9 works) · Reputation (9 works) · Health care (8 works) · World Wide Web (8 works)