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.
KeywordsHealthcare Communication; social networks; hospitals; health.
Introduction and theoretical frameworkResearch activity in the field of health is becoming more and more intense and diverse. "Information about health in contemporary society is included in social policies and (...) can provide important benefits to the wellbeing of a society" (Peñafiel & Echegaray, 2014, p. 6).Similarly, there is a varied body of literature about institutional social networks in different professional fields (Gómez & Paniagua, 2014;Huertas & Mariné, 2014;Palomo, 2014; Campos Freire, Rivera Rogel & Rodríguez Hidalgo, 2014;Campos Freire & Ruas Araujo, 2016).Nonetheless, when it comes to healthcare institutions, in particular hospitals, the object of study for this article, and their communicative activity via social networks, scientific publications are far from copious.A study by Rando (2014) of hospitals in Andalusia, both publicly and privately funded, emphasises a lack of coherence between the objectives approved by hospital directors once the transmission of messages via social networks to the various stakeholders had been decided on and started, and the results obtained with this communicative activity.There is clearly a gap between a hospital"s reasons for participating in a social network (Rando, 2014): to invite dialogue, interaction or participation by society in the virtual space; to learn about citizens" healthcare needs; to put itself on the map and strengt...