Analysis of the Impact of Facebook Content Strategies on the Image Positioning of Hospitals in Ecuador

Abstract

This study analyzes the impact of content strategies on the Facebook social network on the positioning of the institutional image of hospitals in Ecuador, using the Catholic Hospital of Azogues and Cuenca as a case study. The research was conducted using a mixed-methods approach with a relational scope and a cross-sectional, non-experimental design. Health institutions have recently intensified their digital activity with the aim of strengthening their ties with the community and differentiating their value proposition through audiovisual and testimonial narratives. However, despite international evidence on the impact of content marketing on corporate reputation, there is a gap in the academic literature regarding how these strategies specifically influence image positioning in the regional context. Quantitative and qualitative techniques were used to assess interaction and perception variables, as well as expert interviews. The results demonstrate that the strategic use of audiovisual content, narrative consistency, and publication frequency significantly influence the building of trust and reputation. It is concluded that Facebook is not only an informational channel but also a key tool for managing hospital identity and fostering emotional connections with the community.