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British Hospitals’ Online Content Strategies to Build Reputed Brands

Author

Listed:
  • Pablo Medina-Aguerrebere
  • Toni González Pacanowski
  • Eva Medina

Abstract

Hospitals use websites and online platforms to share meaningful content and build their brands collectively with their stakeholders. However, they face challenges: legal frameworks, ethical standards, and stakeholders’ new information needs. This paper analyzes how the best hospitals in the United Kingdom used their websites to implement content strategies and build their brands collectively with their stakeholders. We conducted a literature review about hospitals’ brands, health education initiatives, and online reputation. Then, we defined 40 brand indicators to evaluate the best British hospitals’ branding efforts on their websites. Our results proved that most had sections for their main stakeholders (healthcare professionals, 51%; patients, 82%; media companies, 100%; shareholders, 100%). However, they only respected, on average, 13.22 indicators out of 40 applicable. We concluded that hospitals should implement an emotional branding communication approach, integrate employees into their branding initiatives, and establish more dynamic relationships with media companies.

Suggested Citation

  • Pablo Medina-Aguerrebere & Toni González Pacanowski & Eva Medina, 2025. "British Hospitals’ Online Content Strategies to Build Reputed Brands," European Journal of Communication and Media Studies, European Open Science, vol. 4(1), pages 13-21, January.
    • Handle: RePEc:epw:media0:v:4:y:2025:i:1:id:546
    DOI: 10.24018/ejmedia.2025.4.1.46
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    References listed on IDEAS

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