La gestión profesional de la comunicación hospitalaria en Vall d’Hebron y Bellvitge en el contexto de la digitalización de la salud

The aim of this study is to explore the digital transformation of the professional management of hospital communication in two leading hospitals of the public health system of Catalonia. Particularly, the study analyses how hospital communication is structured and how communication strategies have adapted to the digitalization of healthcare in both organizations. Following a qualitative exploratory approach, in-depth interviews (n = 4) with communications executives and social media managers from each hospital were conducted. An inductive thematic analysis was applied to the ma-terial. Findings reveal two models of hospital communication with different approaches and based on integrative communication strategies. The study concludes that hospital communication is much more agile and flexible in the context of healthcare digitalization.