Optimización de la comunicación hospitalaria en redes sociales: Análisis y estrategias de engagement

Hospital communication tends more and more to maximize the benefits of social media management and engagement. To achieve this goal, analytical study is key. With the aim of establishing recommendations focused on optimizing the content strategy in hospital social networks and identifying elements for improvement, results obtained with the help of various analytical tools applied to a sample of hospital centers in Alicante (Spain) are presented. Based on the current registry of the ObservaTICs database, the Facebook and Twitter profiles are described, using ratios to measure engagement and through the traffic review of their web pages. In conclusion, it is observed that the centers, although they may show differences in terms of their activity and quality of content, require planning and control of social networks to communicate with their audiences, their stakeholders and provide useful information on health matters that It has repercussions on the reputation of the institution itself and especially on the health of the patients themselves. In the future, this type of communication is likely to increase through content focused on reinforcing patient-doctor links, as well as patient-hospital.