Analysis and study of hospital communication via social media from the patient perspective

Abstract

Currently, the online interaction between citizens and hospitals is poor, as users believe that there are shortcomings that could be improved. This study analyzes patients' opinions of the online communication strategies of hospitals in Spain. Therefore, a mixed-method is proposed. Firstly, a qualitative analysis through a focus-group was carried out, so around twenty representatives of national, regional and local patients' associations were brought together. Secondly, the research is supplemented with a content assessment of the Twitter activity of the most influential hospitals in Spain. The results reveal that the general public appreciate hospitals' communication potential through social media, although they are generally unaware of how it works. The group says that, apart from the lack of interaction, they find it hard to understand certain messages, and some publications give a biased picture. In order to improve communication, patients and relatives are demanding that their perspective be taken into consideration in the messages issued to enhance the quality of life and well-being of society. Dolores Rando-Cueto ABOUT THE AUTHORS Carlos de las Heras-Pedrosa is a Professor in the field of Audiovisual Communication and Advertising. He currently teaches a course on Institutional Communication. During eight years he has held the position of Vice-President for Institutional Relations and President's Cabinet at the University of Málaga. Dolores Rando-Cueto. PhD student. Participant in the development of a line of research focused on the communication that specialized healthcare institutions carry out via social networks and its effect on the improvement of the quality of life of patients and their families. Carmen Jambrino-Maldonado is a Professor in the field of Marketing. She currently teaches courses on Communication and Marketing. She is Managing Director of the research team "Marketing for Pymes" of the University of Málaga. Francisco Javier Paniagua-Rojano is Professor in the field of Journalism where he teaches Corporate and Institutional Communication. Professor at the M.A. programme in Political and Institutional Communication and at the M.A. programme in Strategic communication management and innovation.

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