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Univ. salud ; 13(2)dic. 2011.
Article in Spanish | LILACS-Express | LILACS | ID: biblio-1536963

ABSTRACT

En los hospitales, la gestión profesional de la comunicación no está muy implantada. Sin embargo, los hospitales disponen de distintas herramientas de comunicación interpersonal, interna, institucional y de marketing que se adaptan a sus necesidades. La gestión profesional de este ámbito aporta distintos beneficios a las instituciones hospitalarias, pero, para ello, es necesario que las iniciativas de comunicación se orienten a la construcción de una marca hospitalaria sólida, cuya proyección externa le permita a la organización establecer relaciones satisfactorias con cada uno de sus grupos de interés y obtener así distintos beneficios comunicativos y organizacionales.


In hospitals, professional management of communication is not really established. However, hospitals have different tools of communication such as interpersonal, internal, corporate and marketing communication, which adjust to their needs. The professional management of this area brings several benefits to hospitals, but to do this, it is necessary that communication initiatives are geared to the construction of a strong hospital brand, whose external projection will allow the organization to establish good relations with each of its stakeholders and get different communicative and organizational benefits.

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