Professional Management of Hospital Communication at Vall d’Hebron and Bellvitge in the Context of Healthcare Digitalization
DOI:
https://doi.org/10.62008/ixc/15/02LagestKeywords:
Healthcare Digitalization, Hospital Communication, Communication Strategies, Social MediaAbstract
The aim of this study is to explore the digital transformation of the professional management of hospital communication in two leading hospitals of the public health system of Catalonia. Particularly, the study analyzes how hospital communication is structured and how communication strategies have adapted to the digitalization of healthcare in both organizations. Following a qualitative exploratory approach, in-depth interviews (n = 4) with communications executives and social media managers from each hospital were conducted. An inductive thematic analysis was applied to the material. Findings reveal two models of hospital communication with different approaches and based on integrative communication strategies. The study concludes that hospital communication is much more agile and flexible in the context of healthcare digitalization.
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