Accepted for/Published in: Interactive Journal of Medical Research
Date Submitted: May 3, 2019
Open Peer Review Period: May 11, 2019 - Jul 6, 2019
Date Accepted: Nov 12, 2019
(closed for review but you can still tweet)
An Effective Social Media Platform to Promote Hospital Branding
ABSTRACT
Background:
Optimizing the use of social media to promote hospital branding is an important issue in the present digital era. In Taiwan only 51.1% of the hospitals have official FB fan pages. The numbers of “likes” of these hospitals were also generally relatively low.
Objective:
The aim was to establish a special team for the purposes of promoting hospital branding in digital era. .
Methods:
A branding team, led by top administrators, was formed with 11 divisions to establish branding strategies. Furthermore, from August 2016 to 2018, the team implemented several action plans.
Results:
Compared with 2016, the numbers of “Likes” posted on FB fans page increased 61.2% in 2017, and 116.2% in 2018. Similarly, online visits to the hospital website increased 4.8% in 2017, and 33.1% in 2018. FB fans and website viewers were mainly within the age groups of 25 to 34 years and 35 to 44 years. Women constituted 60% of FB fans and website viewers. According to the FB insights-report, both numbers of posts of “Like” and post sharing increased in 2017 and 2018. Comment messages also grew from 2016 to 2018 (P=.018, for the trend). The most common type of posts varied over time: i.e., from media reports in 2016 to service convenience in both 2017 and 2018. “Like” in service convenience jumped from 2016 through 2018 (P=.045, for the trend). A total of 23,436 cumulative counts of “Likes” for postscripts was recorded at the end of 2018. This was the highest count recorded across all medical centers in Taiwan.
Conclusions:
Led by top administrators, our branding team had successfully implemented several strategies, which resulted in winning most popular number of FB fans among all hospitals of Taiwan. In this digital era, such strategy can help promoting the reputation of medical institute.
Citation
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