A Strategic Imperative for Promoting Hospital Branding: Analysis of Outcome Indicators.

ABSTRACT: BACKGROUND:Optimizing the use of social media to promote hospital branding is important in the present digital era. In Taiwan, only 51.1% of hospitals have official Facebook fan pages. The numbers of likes for these hospitals are also relatively low. OBJECTIVE:Our objective was to establish a special branding team for social media operation, led by top administrators of our hospital. Here we present our strategic imperative for promoting hospital branding as well as an analysis of its effectiveness. METHODS:Led by top administrators, the branding team was formed by 11 divisions to create branding strategies. From 2016 to 2018, the team implemented action plans. All information unique to the hospital was posted on Facebook, as well as on the hospital's official website. To determine the pla

SUBMITTER: Shieh GJ 

PROVIDER: S-EPMC7003120 | biostudies-literature | 2020 Jan

REPOSITORIES: biostudies-literature