SHARE OF VOICE AS A STRATEGIC METRIC OF HOSPITAL REPUTATION: COMPARATIVE CASE STUDY IN HOSPITALS OF RIO VERDE (GO - BRAZIL)

Abstract

Considering the growing relevance of digital presence in organizational reputation, this article analyzes Share of Voice (SOV) as a strategic indicator of brand performance in the hospital sector. The objective is to measure and interpret this indicator for hospitals located in Rio Verde, in the southwestern region of the state of Goiás, Brazil, based on the dimensions of followers, engagement, and views on the social network Instagram, comparing them to their main local competitors. To this end, a multiple case study of a quantitative and descriptive nature was conducted, based on secondary data collected through the analytical tool NotJustAnalytics and complemented by social listening reports. It was observed that, although Hospital Santa Terezinha has a smaller number of followers, it shows higher performance in engagement and views compared to the Cancer Hospital of Rio Verde and the Unimed Hospital of Rio Verde, indicating superior communication effectiveness and consistency with its institutional philosophy. It is concluded that SOV is a relevant indicator for assessing the visibility and relationship of hospital brands, and that its systematic monitoring can support strategic decisions in marketing and institutional positioning.