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Previous research on the presence and activity of hospitals in social media is abundant, but that is not the case of other health-related organizations. In this research we have examined the profiles on Facebook, Twitter, YouTube and Instagram of 240 health-related entities. It has been proven that health insurers are more present in social networks than the rest, followed by manufacturers of healthcare products, technology companies, pharmaceutical laboratories, biomedical products companies and hospitals. Nevertheless, users interact more with hospitals, although they are less frequent and less active on these platforms. These findings confirm that a greater presence and activity in social media does not correlate with a greater interaction by the public. [ABSTRACT FROM AUTHOR]

The main objective of this work is to obtain an in-depth understanding of digital communication strategies employed by hospitals by comparing and contrasting the digital communication of two hospitals of reference in Spain. The main method is content analysis of Facebook and Twitter along with in-depth interviews of hospital communication directors. Results show different communication strategies that depend on organizational goals. The public participated in digital communication within three themes: 1) general, sensitive, and topical health issues; 2) personal and professional projects, as well as initiatives for struggle or sensitization; 3) corporate novelties that encourage public involvement. The use of currently existing platforms of social media from which to manage the online communication should be a priority for hospitals. Multimedia content can help to disclose health information. Online communication strategies are adapted to overall communication strategy and differences in cultural profiles lead to differences in priorities. [ABSTRACT FROM AUTHOR]