Дигитализация на комуникациите на частните болници с пациентите и здравните институции след пандемията от COVID-19
The Digitalization of the Communication of the Private Hospitals with Their Patients and Healthcare Institutions after the Pandemic of COVID-19

Author(s): Valentina Marinova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: communication; digitalization; health sector; hospitals; PR; social networks
Summary/Abstract: The article presents the transformations that occurred in the communications of private hospitals and the National Association of Private Hospitals with health institutions and patients, during and after the COVID-19 pandemic. It will analyze changes in the communication practices of PR experts working in or forhospital structures in the country. Results from a survey conducted during the COVID-19pandemic and in 2023 will be analyzed to show whether changes have occurred in hospital communication, both through social networks and other digital resources, between private hospitals and the National Association of Private Hospitals, on the one hand, and health institutions and patients, on the other

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