Designing a Data Visualization Dashboard for Managing the Sustainability Communication of Healthcare Organizations on Facebook

Abstract

Healthcare organizations are being increasingly requested to publicize their sustainability efforts on digital environments and social media, in part because previously passive patients are now becoming active customers. This paper investigates how leading healthcare organizations are using Facebook to communicate their sustainability, in terms of their focus on different components of the 3Ps (people, profit, planet) and interactive communication strategies used on social media. A content analysis was made of the Facebook posts (n = 6145) of healthcare organizations in the Forbes Global 2000 (2017 annual ranking) from 2015 to mid-2018. Our findings show that the social component of sustainability prevails over environmental and economic issues, although it does not seem to generate increased consumer engagement (in terms of users’ likes, comments, reactions, etc.). A data visualization dashboard was developed to help managers in benchmarking competitors and assessing how they can increase response rates and public engagement on social media, thus encouraging the active participation of users. The study also provides useful insights for communication managers in identifying how to use deliberative tools to develop consumer relationships on social media and aligning companies and consumers regarding shared sustainability themes.

Committed to Health: Key Factors to Improve Users’ Online Engagement through Facebook

“…Previous literature has made it clear that HOs primarily use social media platforms to disseminate health information, advice and suggestions, thus promoting health care, as well as different services and products [23]. Moreover, social networks are also useful for disseminating organizational efforts on sustainability [9] or corporate social responsibility [10].…”

Tackling Fuzziness in CSR Communication Research on Social Media: Pathways to More Rigor and Replicability

“…Excluding these studies, the average becomes 16.4% (weighted average 18.7%), where, among the two most frequently analyzed social networks, Facebook has a slightly higher share of CSR posts (21.6%/weighted 22.2%) than Twitter (11.3%/weighted 18.6%). Even after excluding the studies using CSR-related samples, the highest CSR share is still 71.2% [58], i.e., significantly higher than the lower bound of the spectrum.…”

Mi día a día con una ostomía: el rol del paciente influencer en Instagram

“…Por lo que respecta a las organizaciones sanitarias, como los hospitales, las administraciones públicas o las asociaciones de pacientes, su comunicación institucional a través de canales online ha ido en aumento (Fernández-Gómez & Díaz-Campo, 2018), puesto que ha incorporado con ello fórmulas más participativas y de rendición de cuentas (Conte et al, 2018), lo que les permite un acercamiento a sus públicos de interés. Para Medina-Aguerrebere et al (2020), el reto para estas instituciones radica en convertirse en fuentes de información fiables y valiosas a las que acudir y contrarrestar la proliferación de información falsa o sin base científica sobre salud.…”