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Resumen : La internacionalizacion y la competitividad creciente que caracterizan al sector hospitalario espanol han llevado a varios centros hospitalarios a potenciar su comunicacion institucional como metodo para mejorar su reputacion y asi consolidar su posicion en el mercado. Entre todas las iniciativas, destaca la apuesta por las apps de contenido medico cuyo objetivo es mejorar la relacion establecida con el paciente. El objetivo de este articulo es estudiar el impacto de las apps de salud en la reputacion de los hospitales. Para ello, se realiza una revision bibliografica y un trabajo de campo sobre apps estables im­pulsadas en el ambito hospitalario en Espana. Dichas apps aportan valor a la reputacion cuando difun­den informacion util para el paciente, se orientan a las prioridades asistenciales del hospital y respetan la confidencialidad y la seguridad. (Investigacion vinculada al Plan Nacional CSO2016-81882-REDT). Palabras clave : hospital; comunicacion institucional; reputacion; marca; Internet; app. Abstract : The internationalization and the increasing competitiveness that characterize the Spanish hospital sec­tor have led several hospitals to enhance their corporate communication as a method to improve their reputation and thus consolidate their position in the market. Among all initiatives, the emphasis is on medical apps whose goal is to improve the relationship established with the patient. This paper aims to study the impact of health apps on the hospitals’ reputation. To do this, we carried out a literature review and a fieldwork about the apps of the mains Spanish hospitals. The main conclusion is that apps add value to reputation when they disseminate information that is useful to the patient, responds to hospital care priorities and respects confidentiality and security. Keywords : hospital; corporate communication; reputation; Brand; Internet; app.

revista española de comunicación en salud

Las apps en la identidad digital hospitalaria: implicaciones en la reputación y tendencias = Apps in hospital digital identity: implications on reputation and trends