Cancer hospitals manage social media platforms in a professional way to improve their relationships with internal and external stakeholders and reinforce their corporate brand. To do so, they need their health professionals to be involved: these professionals become brand ambassadors able to influence society. Nevertheless, they face different challenges: legal issues, new patients’ demands, privacy-related matters, or the difficulty of disseminating scientific content. This literature review paper analyzes how cancer hospitals manage their social media platforms to improve their reputation. To do this, we carry out a systematic literature review focused on papers published in the USA and Spain, based on the Salsa framework proposed by Grant and Booth (2009). We then define an online corporate communication model allowing cancer hospitals to improve their reputation through Facebook, Twitter, and YouTube (MedPac Model for Building Cancer Hospital Brands). The paper concludes that this model is useful for cancer hospitals because it prioritizes persons (brand ambassadors) rather than companies, focuses on scientific and emotional content rather than business information, and is based on human values.

Introducción UNA DE LAS CORRIEN-TES MÁS INTERESANTES quetienen lugar en el sector de la salud en estos últimos años es la incorporación de la comunicación como sistema de diferenciación estratégica.Aseguradoras, empresas farmacéuticas e incluso hospitales han apostado de forma genérica por el uso de la comunicación, especialmente la interactiva, la cual hace posible transmitir a pacientes, empleados y al resto de stakeholders de la organización distintas informaciones sobre temas tan diversos como los hábitos de vida saludables, los tratamientos médicos o las consecuencias para el sector sanitario de los cambios que tienen lugar en la sociedad, como por ejemplo el envejecimiento de la población, o la falta de profesionales médicos.Este interés creciente por el campo de la comunicación ha llevado a los diferentes actores sanitarios a confeccionar distintas aplicaciones de información online como newsletters, foros de pacientes, dípticos online, vídeos e incluso sistemas de comunicación con el paciente a través del teléfono móvil. Entre estas iniciativas destaca el caso de la infografía, la cual tiene un gran valor comunicacional ya que, por un lado, transmite la información de forma gráfica y clara, lo que facilita su comprensión por parte del destinatario, y por otro lado, consigue mantener el rigor científico al que deben someterse todas las informaciones emitidas por los actores del sector salud.Para clarificar la importancia comunicacional de la información online en el sector salud, estructuramos este trabajo en tres partes:

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Hospitals’ use of communication is a crucial aspect of patient care, yet medical material is often hard to read and understand for patients. Issues related to lack of standardization, use of jargon, reliance on outdated technology, poor coordination between health personnel, and shortage of healthcare workers lead to miscommunication, delays, and errors in patient care. By improving communication, hospitals can improve patient care and outcomes, and perhaps lower costs. This opinion piece compares current communication methods with the use of ChatGPT technology to explore whether ChatGPT can improve the efficiency and accuracy of communication in healthcare settings and, hence, improve patient care. While natural language processing (NLP) tools such as ChatGPT and other artificial-intelligence-generated content (AIGC) have tremendous potential to be very useful in healthcare, they should not be solely used as a substitute for humans and should therefore be used with caution.

The abrupt emergence and spread of the COVID-19 virus compelled institutions worldwide to swiftly suspend their face-to-face instruction in favor of a remote teaching mode. This extraordinary shift of instructional delivery created one of the biggest infrastructural, pedagogical and operational challenges for universities in recent history. As institutions that have traditionally been slow to respond to sudden external influences, universities have struggled to respond effectively to COVID-19. Using the Human Systems Dynamics approach as conceptual framework, this paper retrospectively explores how academic staff adapted their Emergency Remote Teaching strategies and became more learning-agile to respond to such challenges in the future. This exploratory case-study article summarizes the results of a survey of teaching staff’s readiness, experience and struggles with Emergency Remote Teaching during COVID-19 in the United States, the United Kingdom and Australia, at the height of the pandemic. A total of 73 usable responses were received between July 17 and August 7, 2020. The results were classified into four categories: (1) Preparation and training; (2) Faculty impressions of own teaching; (3) Faculty experience; and (4) Faculty impressions of student experience.