Naslov
Media and Public Relations as a Bridge Between Patients and Health Care Institutions

Autori
Kanižaj, Igor ; Skoko, Božo

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
Person in Medicine and Healthcare - From Bench to Bedside to Community

Urednik/ci
Đorđević, Veljko ; Braš Marijana ; Miličić, Davor

Izdavač
Medicinska knjiga

Grad
Zagreb

Godina
2012

Raspon stranica
427-436

ISBN
978-953-176-551-0

Ključne riječi
Public Realtions, Media, Communications, Healthcare, Patients, Image

Sažetak
The media play an important role in the perception of health care institutions in the public, as well as in building relationships between patients and their physicians. The media have, due to their reporting, a strong presence in our everyday lives and have a direct impact (along with personal experience) on creating our image of the health care system. Also, they inform beneficiaries of health care services about various aspects of the functioning of health care institutions. In doing so, they also have an important educational role, given that an increasing number of citizens use the media to inform themselves about their rights, treatment options and even diagnoses and treatment methods. In order for doctors and health institutions to further enhance their activities and relationships with patients, it is necessary to understand the media and their power, and to establish a partner relationship with them. In this way, physicians and institutions have become a communication subject and not the object of their reporting, and proactively participate in creating their own image and improving relationships with patients. Public relations plays an extremely important role in this process as a profession that seeks to manage communication and to establish two-way communication, understanding and cooperation between the institution and the patient, that is, the media, markets and other audiences, on which the success of our activities depends. An increasing number of health care institutions has established public relations departments, and their strategies and tactics are used by an increasing number of individuals in health care, thereby, reinforcing its personal image and relationship to patients. Thanks to the development of new communication technologies, medical institutions and doctors are less dependent on mass media, and increasingly have the ability to create their own media and communication channels. In the past, these consisted of newsletters and brochures, while today at our disposal are the Internet and numerous social networks. Physicians can, in this way, act informatively and educationally toward the public. At the same time they can also develop personalized two-way communication with their patients and potential patients.

Izvorni jezik
Engleski

Znanstvena područja
Temeljne medicinske znanosti, Javno zdravstvo i zdravstvena zaštita, Politologija

POVEZANOST RADA