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

Area of Science:

• Digital Health
• Health Communication
• Hospital Branding

Background:

• Optimizing social media for hospital branding is crucial in the digital age.
• Many Taiwanese hospitals have low engagement on their official Facebook pages.
• A need exists for effective social media strategies in healthcare marketing.

Purpose of the Study:

• To establish a dedicated social media branding team led by hospital administrators.
• To implement and analyze the effectiveness of a strategic social media imperative for hospital branding.
• To improve hospital visibility and patient engagement online.

Main Methods:

• Formed an 11-division branding team led by top administrators.
• Implemented action plans from 2016 to 2018, posting unique hospital information on Facebook and the website.
• Utilized Google Analytics and Facebook Insights for performance analysis, comparing 2016 with 2017 and 2018 data.

Main Results:

• Facebook likes increased by 61.2% in 2017 and 116.2% in 2018.
• Website visits rose by 4.8% in 2017 and 33.1% in 2018.
• Post engagement, including likes and shares, increased, with comments showing a significant upward trend (P=.02).

Conclusions:

• Achieved the highest number of Facebook fans among all medical centers in Taiwan.
• The implemented social media strategy proved effective in enhancing hospital branding and online presence.
• Recommendations are made for other hospitals to adopt similar social media engagement strategies.