October 5, 2023, 11:00am-12:00pm
CITI-IMMAA Seminar: Pablo Medina Aguerrebere, Professor of Corporate Communications at University of Dubai's School of Communication (UAE)
Building Meaningful Brands for Non-Profits: A branding model for Hospitals
American hospitals face different challenges that will determine their corporate communication strategies in the next years: new business models, patients’ new requirements, economic crises, and smart technologies (artificial intelligence, big data).
Reviewing and evaluating historical hospital branding efforts of the past sixty years, this presentation proposes a modified cultural branding model of how hospitals can address these challenges in building meaningful brands that enhance their relations with stakeholders and improve their business models in the next twenty years.
Pablo Medina Aguerrebere holds a BA, MA and Ph.D. in Corporate Communication from the University of Navarra in Spain. He has served as professor at several universities in Switzerland (University of Geneva) and Spain (International University of Catalonia). He has also worked for several years in healthcare companies (Publicis Conseil France, Clinica Universidad de Navarra) and led consulting projects about health communication (Sanofi, Cinfa, Hospital Mutua Terrassa).
Pablo has published more than 130 scientific publications about health communication in different journals such as Review of Communication Research, Communication and Medicine, or the Canadian Journal of Information and Library Science. He has also published two books about the past, present and future of advertising and corporate communication in Spain, based on interviews with the CEOs and communication directors of global companies such as Publicis, DDB, Ogilvy, Telefonica, Repsol, and Acciona.