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Advisor(s)
Abstract(s)
A comunicação em saúde, é hoje mais do que nunca uma dimensão relevante
para as instituições do setor. É assim fundamental o desenho de estratégias de
marketing e de comunicação, permitindo o conhecimento por parte do público dos
serviços que as redes hospitalares dispõem, mas também oferecer a oportunidade de
estabelecer uma ligação com os utentes.
Tendo em conta a dimensão emocional do homem (consumidor e/ou paciente),
é neste sentido, que surge a questão de partida do presente projeto (será que as
entidades de estudo aplicam estratégias de comunicação nas suas publicações nas
redes sociais, do ponto de vista emocional em contexto de crise?), da qual será possível
ter uma resposta através do caso de estudo feito nas duas redes hospitalares privadas
líderes do setor em Portugal (CUF e Trofa Saúde), de forma a entender a dinâmica
comunicacional atual dentro desta área.
Ao longo desta análise são explorados vários conceitos, emoções e estratégias
de comunicação digitais, necessárias para a fundamentar e aplicar no estudo de caso,
cujo tempo de análise coincide com a primeira vaga da Doença do coronavírus (01-
032020 a 31-05-2020). Em suma, este estudo contribui para um aumento dos
conhecimentos na área da comunicação e das emoções humanas, através de um
carácter interdisciplinar.
Health communication is today more than ever a relevant dimension for institutions in the sector. It is therefore essential to design marketing and communication strategies, allowing the public to know about the services that hospital networks have, but also offering the opportunity to establish a connection with users. Knowing the emotional dimension of man, consumer and patient, it is in this sense that the starting question of this project arises (does the study entities apply communication strategies in their publications on social networks, from an emotional point of view in the context of crisis?), from which it will be possible to have an answer through the case study carried out in the two leading private hospital networks in the sector in Portugal (CUF and Trofa Saúde), in order to understand the current communicational dynamics within this area. Throughout this analysis, various concepts, emotions and digital communication strategies are explored, necessary to support and apply it in the case study, whose analysis time coincides with the first wave of Coronavirus Disease (01-032020 to 31-05 -2020). In short, this study contributes to an increase in knowledge in the area of communication and human emotions, through an interdisciplinary nature.
Health communication is today more than ever a relevant dimension for institutions in the sector. It is therefore essential to design marketing and communication strategies, allowing the public to know about the services that hospital networks have, but also offering the opportunity to establish a connection with users. Knowing the emotional dimension of man, consumer and patient, it is in this sense that the starting question of this project arises (does the study entities apply communication strategies in their publications on social networks, from an emotional point of view in the context of crisis?), from which it will be possible to have an answer through the case study carried out in the two leading private hospital networks in the sector in Portugal (CUF and Trofa Saúde), in order to understand the current communicational dynamics within this area. Throughout this analysis, various concepts, emotions and digital communication strategies are explored, necessary to support and apply it in the case study, whose analysis time coincides with the first wave of Coronavirus Disease (01-032020 to 31-05 -2020). In short, this study contributes to an increase in knowledge in the area of communication and human emotions, through an interdisciplinary nature.
Description
Keywords
Comunicação digital Comunicação na saúde privada CUF e Trofa Saúde Emoções humanas Estratégias de comunicação Digital communication Communication in private health Human emotions CUF and Trofa Saúde Communication strategies