Impact of Social Media Marketing on Branding and Business Development: A Study on Multi-Specialty Hospitals

Abstract

Research Introduction: Multi-Specialty Hospitals are being urged to speed up their digital transformation in response to a variety of issues, including cyberhealth, novel business models, and global competitiveness. Within this framework, Multi-Specialty Hospitals have seen social media as a valuable instrument for bringing about reform and moulding public opinion. The purpose of this research is to conduct an analysis of the strategies that prominent Multi-Specialty Hospitals across the world employ in order to make use of social media in order to spread information that is linked to their brand and to improve their reputation.

Research Methodology: Our strategy consisted of doing a literature review on health communication, social media, and branding; conducting an investigation into the brand management strategies that are utilised by the top 100 Multi-Specialty Hospitals across the world on Facebook, Twitter, and YouTube; and presenting some managerial implications.

Results: For the purpose of self-promotion, the vast majority of Multi-Specialty Hospitals make use of their official websites (76%) and other social media platforms (78% on Facebook, 73% on Twitter, & 78% on YouTube). Conclusions: The implementation of a corporate communication plan should be a top priority for Multi-Specialty Hospitals, and they should also provide valuable content for all stakeholders and encourage their personnel to act as brand ambassadors.