Análisis comunicacional de páginas web hospitalarias. El caso de los hospitales sevillanos = Communication analysis of Hospital websites. The case of the Sevillian Hospitals
Abstract
Las páginas web de los hospitales proyectan la imagen de la institución y representan, cada vez más, la primera impresión que reciben quienes son o van a ser sus usuarios. Los responsables de comunicación han de conocer las herramientas que deben utilizar para reflejar la personalidad corporativa a través del portal de internet. El objetivo de esta investigación es, por una parte, proponer un método de análisis que sirva para medir la calidad comunicacional de la página web de un hospital y por otra, aplicar dicho método a una muestra seleccionada de hospitales, a fin de comprobar su validez y fiabilidad. Además, se investiga la influencia de los distintos modelos de gestión, sobre la calidad comunicacional. Entre los principales hallazgos figura que la calidad no depende del modelo de gestión, sino de la existencia de un equipo profesional de la comunicación integrado en los órganos directivos.
Palabras clave: Comunicación institucional, imagen corporativa, relaciones públicas, sitio web hospitalario
Abstract: The websites of hospitals project the image of the institution and represent, increasingly, the first impressions that come to those who are, or will be, its users. Communication managers must know the tools that should be used to reflect the corporation personality through its website. The objective of this research is, in one hand, to propose a method of analysis that serves to measure communication quality of a hospital website and in the other hand, to apply this method to a selected sample of hospitals in order to check its validity and reliability. Furthermore, the influence of different management models on the communication quality is researched. Among the principal findings is that quality does not depend on the type of management, but the existence of a professional team of communication included in the management bodies.
Keywords: Corporate image, hospital website, institutional communication, public relations.
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