Revista Mediterránea de Comunicación

La gestión de la reputación online en las asociaciones españolas de enfermos de cáncer: una propuesta de modelo

Pablo Medina-Aguerrebere, Toni Gonzalez-Pacanowski, Eva Medina

DOI: https://doi.org/10.14198/MEDCOM.22240

Resumen

Las asociaciones de enfermos de cáncer se han convertido en un verdadero actor de salud pública ya que ayudan a los pacientes a afrontar esta enfermedad desde un punto de vista físico, emocional y social. Algunas de estas asociaciones recurren a las redes sociales para mejorar sus relaciones con los pacientes, así como para promocionar su propia marca. Este artículo tiene como objetivo comprender cómo las asociaciones españolas de pacientes con cáncer gestionan sus redes sociales para promover su marca. Para ello, realizamos una revisión de literatura sobre comunicación en salud; recurrimos a 48 indicadores para analizar cómo las 107 asociaciones pertenecientes al Grupo Español de Enfermos de Cáncer (Gepac) gestionaban Facebook, Twitter, Youtube y su web corporativa para promocionar su marca; y finalmente proponemos un modelo de comunicación para ayudar a dichas asociaciones a promocionar su marca en las redes sociales (Modelo MedPac). Concluimos que las asociaciones españolas de enfermos de cáncer priorizan la información médica pero no la arquitectura de marca, carecen de los recursos económicos y humanos necesarios para producir contenidos de calidad, y no implementan un verdadero enfoque de comunicación corporativa.


Palabras clave

Asociaciones de Pacientes de Cancer; Comunicación Corporativa; Marca; Reputación; Redes Sociales

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DOI: https://doi.org/10.14198/MEDCOM.22240





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