Hospitals manage smart technologies (social media platforms, mobile applications, and artificial intelligence) to enhance stakeholder relationships (patients, employees, and public health authorities) and strengthen their branding.
However, they face various challenges, including the evolving needs of all audiences and diverse legal frameworks and ethical standards. This paper analyzes how top-tier oncology hospitals in the United States leverage smart technologies to reinforce stakeholder engagement and promote their brands.
Following a literature review on hospital branding efforts, we defined 34 indicators to evaluate how the top 100 U.S. oncology hospitals utilize smart technologies for brand promotion. The findings reveal that while most hospitals met patient-related criteria (7.67/11), they fell short regarding media outlets (4.05/11) and public authorities (2.30/6).
We conclude that oncology hospitals must offer improved services to media organizations, establish specialized internal AI departments, and prioritize a corporate communication approach that identifies synergies between stakeholder needs and institutional branding priorities.
