Role of Social Media in Hospital Branding: Insights for Marketing Practitioners

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Author(s): Preeti Nayal (National Institute of Industrial Engineering (NITIE), India)and Neeraj Pandey (National Institute of Industrial Engineering (NITIE), India)
Copyright: 2021
Pages: 16
Source title: New Techniques for Brand Management in the Healthcare Sector
Source Author(s)/Editor(s): Ana Pinto Borges (European Business School and Research Group, ISAG (NIDISAG), Portugal)and Paula Rodrigues (Lusíada University of Porto, Portugal)
DOI: 10.4018/978-1-7998-3034-4.ch001

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

The fierce competition in the healthcare sector has forced the hospitals to go for branding. The hospitals have various options like print, radio, TV, and digital media for conducting their brand management exercise. The analysis showed that the best hospitals around the globe have focused more on social media marketing for their brand-building exercise. This study conducted a rigorous structured literature review to understand the best practices for healthcare branding using social media tools. The study also conducted a benchmark analysis of social media marketing efforts of the leading global hospitals. It also analyzed the popular online healthcare communities to find the best social media marketing practices adopted for hospital brand building. The practical suggestions for how to leverage the various social media channels for better hospital brand building have also been highlighted.

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Role of Social Media in Hospital Branding: Insights for Marketing Practitioners

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