Hospitals 2.0: digital communication in hospitals

Hospital communication plays a vital role in bringing the organization closer to its internal audience, and in improving its image in the eyes of its external audience.

The digitalization of communication means streamlining the transmission of information within the actual institution, influencing the acquisition of healthy habits among society and promoting the organization’s image to other agents and healthcare organizations.

 

A digital communication plan

A hospital, as an organization, should use communication as a strategic tool to achieve its corporate goal. Its communication department should have a corporate communication plan, allowing institutional and communicative relations with the internal audience -healthcare personnel, management and administration, and services- and the external audience -patients, citizens, Public Administration, the media- to be managed.

The implementation of new social technologies in the corporate communication strategy becomes an opportunity to streamline the broadcasting of information and to establish two-way and participative communication with the different audiences.

The use of digital tools in the internal communication strategy, such as Enterprise Social Networks, helps spread corporate information and interact with employees, improving internal cohesion and favoring the motivation and involvement of all the professionals.

External communication can also benefit from the advantages of digitalization. Tools such as blogs, social networks, videos and Wikis strengthen the hospital’s brand, transmit an image of transparent management and create trust among the society.

So, it’s time to get a move on and start integrating 2.0 in hospital communication!

Laura Diéguez is a journalist who specializes in business, digital and health 2.0 communication, she is also an assistant lecturer at Escola Universitaria Creu Roja