Toni González Pacanowski
Biographic Data
| ID | 6701836 |
|---|---|
| NAME | Toni González Pacanowski |
| GIVEN NAMES | Toni González |
| FAMILY NAME | Pacanowski |
| SIGNATURE | PACANOWSKI T G |
| AFFILIATIONS | University of Alicante |
| ORCID | 0000-0003-3005-2218 |
| VERIFIED | Yes |
| TOTAL WORKS | 19 |
| TOTAL CITATIONS | 1 |
| WORKS AS AUTHOR | 19 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2008 |
| 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…
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…
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…
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…
Online reputation management in Spanish cancer patients’ associations
Cancer patients’ associations have become valid public health players because they help patients to face this disease from physical, emotional and social perspectives. Some of these associations resort to social media platforms not only to improve their relationships with patients, but also to promote their own brand. This paper seeks to understand how Spanish cancer patients’ associations manage their social media platforms to promote their bran…
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…
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…
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…
Comunicación online en el sector salud. Valor de la infografía
The great interest that health generates in people has led to several Spanish institutions of the health sector to improve the communication value of newsletters, online patients forums, brochures, online videos, mobile phone and infography, among others. The aim to educate the patients and differing themselves strategically from other institutions finds in the technology a strategic partner that affords many benefits to the target audience (imme…
La revolución de los medios informativos en internet. El caso de los contenidos económicos
The electronic newspaper concept undergoes a permanent metamorphosis caused by the continuing transformation of the information structure in the digital environment. The new public audience for cyberjournalism demands updated and hypersegmented content based on collective participation. Economic information is an example that shows both processes, which can be seen with the success and popularity of the platforms for news distribution. This artic…
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…
La revolución de los medios informativos en internet. El caso de los contenidos económicos
The electronic newspaper concept undergoes a permanent metamorphosis caused by the continuing transformation of the information structure in the digital environment. The new public audience for cyberjournalism demands updated and hypersegmented content based on collective participation. Economic information is an example that shows both processes, which can be seen with the success and popularity of the platforms for news distribution. This artic…
Comunicación online en el sector salud. Valor de la infografía
The great interest that health generates in people has led to several Spanish institutions of the health sector to improve the communication value of newsletters, online patients forums, brochures, online videos, mobile phone and infography, among others. The aim to educate the patients and differing themselves strategically from other institutions finds in the technology a strategic partner that affords many benefits to the target audience (imme…
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…
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…
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…
Online reputation management in Spanish cancer patients’ associations
Cancer patients’ associations have become valid public health players because they help patients to face this disease from physical, emotional and social perspectives. Some of these associations resort to social media platforms not only to improve their relationships with patients, but also to promote their own brand. This paper seeks to understand how Spanish cancer patients’ associations manage their social media platforms to promote their bran…
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…
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…
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…
Political science (17 works) · Business (15 works) · Public relations (14 works) · Computer Science (13 works) · Social media (10 works) · Social Media in Health Education (10 works) · Reputation (9 works) · World Wide Web (9 works) · Marketing (8 works) · Health care (7 works)