How IT Investments Help Hospitals Gain and Sustain Reputation in the Media: The Role of Signaling and Framing

Abstract

Practice- and Policy-Oriented Abstract Understanding how IT investments help organizations to build and sustain reputation is of particular relevance for healthcare practitioners and policy makers because patients are often unable to assess the quality of care, relying instead on the reputation of health service providers in the media, such as newspapers. As information intermediaries, journalists detect, aggregate, and translate the weaker signals for quality, such as state-of-the-art IT, that a hospital emanates. Our analysis of 152 hospital organizations in England, complemented by interviews with healthcare journalists, shows that journalists write less negatively about hospitals when healthcare organizations’ IT equipment investments are high. This implies that investments in IT equipment can buffer hospitals from negative press, thereby helping them to gain and maintain a strong reputation in the media. Practitioners and policy makers may incorporate the reputational effect of IT when making investment decisions and further amplify such IT investment through press releases, corporate reports, and media interactions.