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http://hdl.handle.net/10609/102246
Title: Personal branding en los profesionales médicos especialistas en radiodiagnóstico
Author: Ballester Esteve, Sílvia
Director: Solanas García, Isabel
Keywords: personal branding
communication
social networks
professional brand
reputation
identity 2.0
influencers
Issue Date: Oct-2019
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: This work focuses on the study of the personal brand of medical professionals specialized in radiodiagnosis, radiologists; in order to show the benefits of building it. Working on it is what we call Personal Branding, which begins by defining the personal brand identity and then actively communicating it in the market through a brand positioning (Kaputa, 2006), all this, regardless of the health institution or hospital center where provide your services First, an approach to the concept of the personal brand will be made, defining what it is, its origin and its importance in the current context. Some important concepts for its understanding will be defined, such as: the concept of brand and its current derivation to the digital brand and digital identity; the concepts of reputation, fingerprint, territories and brand values ¿¿will also be addressed. This will allow us to enter, later, in the construction of the personal brand: we will analyze how to create it and how to put it into operation in the ¿online¿ environment, without losing sight of the presence and actions in the ¿offline¿ environment. After studying in general the concept of personal branding, we will focus on the convenience of applying it to radiologist doctors, taking into account the characteristics and particularities of their specialty, and then addressing the present and future benefits that can be obtained by working on your brand. staff, especially in the current professional framework and observing the perspectives of the imminent change of paradigm of their profession, such as the application of artificial intelligence and robotics, the increase of interventional procedures that require direct treatment with the patient, the empowerment of the patient and humanization among others.
Language: Spanish
URI: http://hdl.handle.net/10609/102246
Appears in Collections:Bachelor thesis, research projects, etc.

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