As estratégias de comunicação corporativa nos hospitais

  • Pablo Medina Aguerrebere Universidad de Ginebra, Suiza
  • Antonio González Pacanowski Universidad de Alicante, España
Palavras-chave: comunicação em saúde, hospital, estratégia, posicionamento de marca

Resumo

O desenvolvimento das novas tecnologias da comunicação e da informação, a maior exposição social e midiática a que estão submetidos os hospitais, as novas exigências dos pacientes e o interesse crescente mostrado pela população para todos os temas relativos à prevenção e hábitos de vida saudáveis obriga aos hospitais a repensar o uso estratégico que fazem da comunicação institucional. As organizações hospitalares dispõem de distintas estratégias para implantar ações de comunicação interna e externa que lhes permitam estabelecer relações satisfatórias com seus diferentes grupos de interesse, especialmente os pacientes e os meios de comunicação. Para isso, essas organizações adotam um enfoque holístico e integral que engloba todas as ações de comunicação (interna, externa, etc.) e que tem por objetivo transmitir aos stakeholders uma imagem de marca única que ajude a organização a posicionar se estrategicamente no mercado hospitalar.

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Publicado
2017-06-29
Como Citar
Medina Aguerrebere, P., & González Pacanowski, A. (2017). As estratégias de comunicação corporativa nos hospitais. Austral Comunicación, 6(1), 161-180. https://doi.org/10.26422/aucom.2017.0601.med
Seção
Artigos livres