Research Article

Spanish hospitals’ online branding content strategies

Pablo Medina Aguerrebere 1 * , Toni González Pacanowski 2
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1 Faculty of Communication, Arts and Sciences, Canadian University Dubai, Dubai, UNITED ARAB EMIRATES2 School of Communication and Psychology, University of Alicante, Alicante, SPAIN* Corresponding Author
Online Journal of Communication and Media Technologies, 16(1), January 2026, e202608, https://doi.org/10.30935/ojcmt/17868
Published: 04 February 2026
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ABSTRACT

Building a reputable brand constitutes a priority for hospitals since it improves their relationships with stakeholders. However, these organizations face several challenges: strict legal frameworks, evolving patient needs, and advances in medical technology. This paper analyzes the online content strategies of Spanish hospitals to promote their brands through their websites. We conducted a literature review on digital hospitals and their communication and branding efforts on online platforms. Then, we defined 40 brand indicators to evaluate how Spain’s 100 best hospitals used their websites to reinforce their relationships with stakeholders and promote their brands. Our results revealed that most hospitals had sections on their websites for healthcare professionals (77.50%), patients (86.25%), media companies (93.75%), and shareholders (98.75%); however, they respected, on average, only 13.15 criteria out of 40 applicable criteria. We concluded that Spanish hospitals should professionalize their online content strategies, better integrate their stakeholders into branding processes, and include more emotional, social, and cultural elements.
Keywords: hospitals, corporate communication, brand, content strategy, websites

CITATION (APA)

Medina Aguerrebere, P., & González Pacanowski, T. (2026). Spanish hospitals’ online branding content strategies. Online Journal of Communication and Media Technologies, 16(1), e202608. https://doi.org/10.30935/ojcmt/17868

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