Factores influyentes en el éxito de la comunicación hospitalaria vía redes sociales

Abstract

Hipótesis y objetivos. Partimos de la hipótesis de que existe una baja participación de los hospitales en los medios sociales, a pesar del interés de los usuarios. El objetivo principal es definir las características y la estrategia para proponer ideas para optimizar la relación entre hospitales y ciudadanos a través de las redes sociales. Metodología. La metodología empleada se basa, fundamentalmente, en el análisis cuantitativo y cualitativo de la actividad en Twitter de aquellos centros sanitarios especializados con mayor interacción. Resultados. Se observa el interés de los pacientes por la información y la actividad que los centros sanitarios comparten en las redes sociales, cuyos mensajes se pueden clasificar en: de ámbito no sanitario o relacionados con cuestiones extrínsecas a la actividad asistencial también suscitan un destacado interés, seguidos por aquellos sobre promoción y prevención sanitaria y de reconocimiento a protagonistas de alguna intervención en el entorno hospitalario. En la misma línea, se puede afirmar que se usa, en general, un tono cercano. Conclusiones. A partir de este trabajo, se proponen algunas estrategias encaminadas a mejorar la comunicación entre el hospital y sus diferentes stakeholders y, por ende, situaciones que rodean a los usuarios de los sistemas sanitarios, centradas en la relación entre atención sanitaria y el bienestar de la ciudadanía.[EN] Introduction. The object of study for this article is online communication in Spanish hospital corporations, specifically in those centres that are more influential on Twitter. Hypothesis and objectives. We will be working with the hypothesis that hospitals demonstrate a low level of participation in social media, despite the interest shown by users. The main objective is to define the characteristics and the strategy in order to propose ideas to optimise the relationship between hospitals and citizens, by means of social networks. Methodology. The methodology followed is based, fundamentally, on a quantitative and qualitative analysis of the activity on Twitter of the specialised health centres with a greater interaction. Results. Patients demonstrated an interest in the information and the activity that health centres share on their social networks, and these messages can be classified as: non-health related, or related to matters extrinsic to healthcare that also arouse considerable interest, followed by messages about prevention and health promotion, and recognition of the people that play an important role in certain hospital proceedings. Along these lines, we can state that, in general, an intimate tone is adopted. Conclusions. This study serves as a base from which to propose several strategies aimed at improving communication between the hospital and its various stakeholders and, therefore, situations that surround the users of healthcare systems; situations that are focussed on the relationship between medical attention and citizen wellbeing.

Exploring the Social Media on the Communication Professionals in Public Health. Spanish Official Medical Colleges Case Study

“…Lariscy et al [ 43 ] not only put the emphasis on the attention that corporations should expend in terms of the content that is disseminated through social media, in addition, they point out that the task of communication or public relations professionals are to closely monitor the information issued from the entities for which they work and possibly involve those who are the originators of the content [ 47 ], considering that social media contribute to the construction of the agenda setting [ 48 , 49 , 50 ].…”

“…Influencing the importance of information supervision, social media is considered as an effective instrument to promote communication between public administrations and different stakeholders [ 48 , 54 ]. Specifically, in the sector in charge of communication through social media within the field of specialized health care, scientific publications that focus on the practice of communication professionals specialized in health are scarce [ 49 , 50 , 55 ].…”