Comunicação digital na pandemia: uma análise da estratégias de comunicação dos hospitais para manter o relacionamento com os públicos

Abstract

This monograph aims to understand the communication strategies used by hospital associations to establish a relevant brand positioning during a Covid-19 pandemic. Therefore, it was identified as the main practices used to develop a relationship with its audience through digital communication through Instagram. For this purpose, a bibliographic research bulletin was prepared with the aim of raising more information and concepts related to the topic, followed by a study of multiple cases with a comparative analysis of two months before the pandemic, November and December, and two months after it was established in Brazil, May and June, from Instagram publications from two hospitals, Hospital Israelita Albert Einstein and Sírio-Libanês, and from a network of private hospitals, Prevent Senior. A predominance of Public Relations and social communication techniques was identified in the three cases, changing the content and format disseminated.