IDEAS home Printed from https://ideas.repec.org/a/epw/media0/v4y2025i1id546.html

British Hospitals’ Online Content Strategies to Build Reputed Brands

Author

Listed:
  • Pablo Medina-Aguerrebere

    (Assistant Professor, Faculty of Communication, Arts and Sciences, Canadian University Dubai, United Arab Emirates)

  • Toni González Pacanowski

    (Full Professor, School of Communication and Psychology, University of Alicante, Spain)

  • Eva Medina

    (Researcher, School of Communication and Psychology, University of Alicante, Spain)

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

Handle: RePEc:epw:media0:v:4:y:2025:i:1:id:546
DOI: 10.24018/ejmedia.2025.4.1.46
as

Download full text from publisher

File URL: https://eu-opensci.org/index.php/media/article/view/546
File Function: Abstract page
Download Restriction: no
File URL: https://eu-opensci.org/index.php/media/article/download/546/192
File Function: Full text
Download Restriction: no
File URL: https://libkey.io/10.24018/ejmedia.2025.4.1.46?utm_source=ideas
LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
---><---

More about this item

Keywords

;
;
;
;

Statistics

Access and download statistics

Corrections

All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:epw:media0:v:4:y:2025:i:1:id:546. See general information about how to correct material in RePEc.

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

We have no bibliographic references for this item. You can help adding them by using this form .

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Support (email available below). General contact details of provider: https://eu-opensci.org/index.php/media .

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.