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Building Credible Brands through Corporate Websites: A Quantitative Analysis of France's Best Hospitals.

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Title: Building Credible Brands through Corporate Websites: A Quantitative Analysis of France's Best Hospitals.
Alternate Title: La Construcción de Marcas Creíbles a través de las Páginas Web Corporativas: un Análisis Cuantitativo sobre los Mejores Hospitales de Francia.
Authors: Medina Aguerrebere, Pablo1 pablo.medina@cud.ac.ae
Source: Revista Española de Comunicación en Salud. ene-jun2025, Vol. 16 Issue 1, p75-88. 14p.
Subjects: WORLD Wide Web, SOCIAL media, HEALTH facility administration, INTERPROFESSIONAL relations, HOSPITALS, MARKETING, QUANTITATIVE research, EMOTIONS, DESCRIPTIVE statistics, ADVERTISING, PUBLIC relations, COMMUNICATION, PATIENT-professional relations, QUALITY of life, TRUST, STAKEHOLDER analysis, HEALTH promotion, PATIENTS' attitudes
Geographic Terms: FRANCE
Abstract (English): Introduction: Hospitals manage their websites to strengthen their relationships with stakeholders and collectively build their brand. 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 initiatives. Then, we defined 40 brand indicators to quantitatively analyze how France's 100 best hospitals managed their corporate websites to interact with healthcare professionals, patients, media companies, and shareholders. Results: Our results showed that most hospitals had sections for healthcare professionals (61, 62%), patients (96, 97%), media companies (98, 99%), and shareholders (100%); however, they only respected, on average, 12.39 brand indicators out of 40 applicable. Conclusion: We concluded that most French hospitals used their websites to share administrative information, rather than to promote their healthcare professionals' brand value or establish an emotional connection with patients. [ABSTRACT FROM AUTHOR]
Abstract (Spanish): Introducción: Los hospitales usan sus páginas web para reforzar sus relaciones con los grupos de interés y construir la marca colectivamente con ellos. Objetivo: Este artículo tiene como objetivo analizar cómo utilizan los hospitales franceses sus páginas web para compartir contenidos que refuercen las relaciones con sus grupos de interés y así promover sus marcas. Metodología: Para ello, realizamos una revisión de la literatura sobre las iniciativas de comunicación corporativa, los esfuerzos de marca y las iniciativas de branding online de los hospitales. Posteriormente, definimos 40 indicadores de marca para analizar cuantitativamente cómo los 100 mejores hospitales de Francia usan sus páginas web para interactuar con los profesionales sanitarios, los pacientes, los medios de comunicación y los accionistas. Resultados: Nuestros resultados demostraron que la mayoría de los hospitales tenían una sección para profesionales sanitarios (61,62%), pacientes (96,97%), medios de comunicación (98,99%) y accionistas (100%); sin embargo, sólo respetaban, de media, 12,39 indicadores de marca de los 40 existentes. Conclusión: Concluimos que la mayoría de los hospitales franceses utilizaban sus páginas web para compartir información administrativa, pero no para promover el valor de marca de sus profesionales sanitarios ni para establecer una conexión emocional con los pacientes. [ABSTRACT FROM AUTHOR]
Copyright of Revista Española de Comunicación en Salud is the property of Asociacion Espanola de Comunicacion Sanitaria and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: MedicLatina
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  Data: Building Credible Brands through Corporate Websites: A Quantitative Analysis of France's Best Hospitals.
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  Data: La Construcción de Marcas Creíbles a través de las Páginas Web Corporativas: un Análisis Cuantitativo sobre los Mejores Hospitales de Francia.
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  Data: <searchLink fieldCode="AR" term="%22Medina+Aguerrebere%2C+Pablo%22">Medina Aguerrebere, Pablo</searchLink><relatesTo>1</relatesTo><i> pablo.medina@cud.ac.ae</i>
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  Data: <searchLink fieldCode="JN" term="%22Revista+Española+de+Comunicación+en+Salud%22">Revista Española de Comunicación en Salud</searchLink>. ene-jun2025, Vol. 16 Issue 1, p75-88. 14p.
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  Data: <searchLink fieldCode="DE" term="%22WORLD+Wide+Web%22">WORLD Wide Web</searchLink><br /><searchLink fieldCode="DE" term="%22SOCIAL+media%22">SOCIAL media</searchLink><br /><searchLink fieldCode="DE" term="%22HEALTH+facility+administration%22">HEALTH facility administration</searchLink><br /><searchLink fieldCode="DE" term="%22INTERPROFESSIONAL+relations%22">INTERPROFESSIONAL relations</searchLink><br /><searchLink fieldCode="DE" term="%22HOSPITALS%22">HOSPITALS</searchLink><br /><searchLink fieldCode="DE" term="%22MARKETING%22">MARKETING</searchLink><br /><searchLink fieldCode="DE" term="%22QUANTITATIVE+research%22">QUANTITATIVE research</searchLink><br /><searchLink fieldCode="DE" term="%22EMOTIONS%22">EMOTIONS</searchLink><br /><searchLink fieldCode="DE" term="%22DESCRIPTIVE+statistics%22">DESCRIPTIVE statistics</searchLink><br /><searchLink fieldCode="DE" term="%22ADVERTISING%22">ADVERTISING</searchLink><br /><searchLink fieldCode="DE" term="%22PUBLIC+relations%22">PUBLIC relations</searchLink><br /><searchLink fieldCode="DE" term="%22COMMUNICATION%22">COMMUNICATION</searchLink><br /><searchLink fieldCode="DE" term="%22PATIENT-professional+relations%22">PATIENT-professional relations</searchLink><br /><searchLink fieldCode="DE" term="%22QUALITY+of+life%22">QUALITY of life</searchLink><br /><searchLink fieldCode="DE" term="%22TRUST%22">TRUST</searchLink><br /><searchLink fieldCode="DE" term="%22STAKEHOLDER+analysis%22">STAKEHOLDER analysis</searchLink><br /><searchLink fieldCode="DE" term="%22HEALTH+promotion%22">HEALTH promotion</searchLink><br /><searchLink fieldCode="DE" term="%22PATIENTS'+attitudes%22">PATIENTS' attitudes</searchLink>
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  Label: Geographic Terms
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  Data: <searchLink fieldCode="DE" term="%22FRANCE%22">FRANCE</searchLink>
– Name: Abstract
  Label: Abstract (English)
  Group: Ab
  Data: Introduction: Hospitals manage their websites to strengthen their relationships with stakeholders and collectively build their brand. 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 initiatives. Then, we defined 40 brand indicators to quantitatively analyze how France's 100 best hospitals managed their corporate websites to interact with healthcare professionals, patients, media companies, and shareholders. Results: Our results showed that most hospitals had sections for healthcare professionals (61, 62%), patients (96, 97%), media companies (98, 99%), and shareholders (100%); however, they only respected, on average, 12.39 brand indicators out of 40 applicable. Conclusion: We concluded that most French hospitals used their websites to share administrative information, rather than to promote their healthcare professionals' brand value or establish an emotional connection with patients. [ABSTRACT FROM AUTHOR]
– Name: Abstract
  Label: Abstract (Spanish)
  Group: Ab
  Data: Introducción: Los hospitales usan sus páginas web para reforzar sus relaciones con los grupos de interés y construir la marca colectivamente con ellos. Objetivo: Este artículo tiene como objetivo analizar cómo utilizan los hospitales franceses sus páginas web para compartir contenidos que refuercen las relaciones con sus grupos de interés y así promover sus marcas. Metodología: Para ello, realizamos una revisión de la literatura sobre las iniciativas de comunicación corporativa, los esfuerzos de marca y las iniciativas de branding online de los hospitales. Posteriormente, definimos 40 indicadores de marca para analizar cuantitativamente cómo los 100 mejores hospitales de Francia usan sus páginas web para interactuar con los profesionales sanitarios, los pacientes, los medios de comunicación y los accionistas. Resultados: Nuestros resultados demostraron que la mayoría de los hospitales tenían una sección para profesionales sanitarios (61,62%), pacientes (96,97%), medios de comunicación (98,99%) y accionistas (100%); sin embargo, sólo respetaban, de media, 12,39 indicadores de marca de los 40 existentes. Conclusión: Concluimos que la mayoría de los hospitales franceses utilizaban sus páginas web para compartir información administrativa, pero no para promover el valor de marca de sus profesionales sanitarios ni para establecer una conexión emocional con los pacientes. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
  Group: Ab
  Data: <i>Copyright of Revista Española de Comunicación en Salud is the property of Asociacion Espanola de Comunicacion Sanitaria and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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RecordInfo BibRecord:
  BibEntity:
    Identifiers:
      – Type: doi
        Value: 10.20318/recs.2025.9188
    Languages:
      – Code: eng
        Text: English
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        PageCount: 14
        StartPage: 75
    Subjects:
      – SubjectFull: WORLD Wide Web
        Type: general
      – SubjectFull: SOCIAL media
        Type: general
      – SubjectFull: HEALTH facility administration
        Type: general
      – SubjectFull: INTERPROFESSIONAL relations
        Type: general
      – SubjectFull: HOSPITALS
        Type: general
      – SubjectFull: MARKETING
        Type: general
      – SubjectFull: QUANTITATIVE research
        Type: general
      – SubjectFull: EMOTIONS
        Type: general
      – SubjectFull: DESCRIPTIVE statistics
        Type: general
      – SubjectFull: ADVERTISING
        Type: general
      – SubjectFull: PUBLIC relations
        Type: general
      – SubjectFull: COMMUNICATION
        Type: general
      – SubjectFull: PATIENT-professional relations
        Type: general
      – SubjectFull: QUALITY of life
        Type: general
      – SubjectFull: TRUST
        Type: general
      – SubjectFull: STAKEHOLDER analysis
        Type: general
      – SubjectFull: HEALTH promotion
        Type: general
      – SubjectFull: PATIENTS' attitudes
        Type: general
      – SubjectFull: FRANCE
        Type: general
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      – TitleFull: Building Credible Brands through Corporate Websites: A Quantitative Analysis of France's Best Hospitals.
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              Text: ene-jun2025
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              Y: 2025
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