Journal of Modern Medical

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sefaei Z, khosravi A, Rajabali biglou R, omranikho H. Explaining the role of technology in branding Iranian libraries and medical information centers (qualitative study). JMIS 2021; 7 (3) :14-22
URL: http://jmis.hums.ac.ir/article-1-343-en.html

Aim: Today, Iranian medical libraries and information centers need changes and new approaches for their survival and developments to maintain their dynamism. One of the current approaches is the use of brand and branding, so this study intends to introduce tools and technologies in providing services that play an essential role in branding libraries and medical information centers in Iran.
Methods: The following applied research was conducted using a qualitative approach. The purposeful approach selected samples from fourteen managers and heads of MLICs of Iran in 2019. Content analysis of the interviews was performed using MaxQDA 2018 version.
Results: 2 main concepts [application of technology and technology-based services], 5 components [Emerging technologies, applications, educational services, information services, communication services], and 18 codes related to technology in branding libraries and medical information centers were identified.
Conclusion: The research findings show that using emerging technologies, information systems, and how to use them in providing educational, information, and communicative services to users lead to service dynamics, attracting more users, effectiveness, introducing the library at the community level, and causing differentiation with peer organizations in providing information services and is one of the most important applications of technology-based services in the branding of libraries and medical information centers in Iran. Therefore, the managers of libraries and information centers of Iranian universities of medical sciences must do the necessary planning in the intelligent use of emerging technologies.