New Narratives in Health Communication: The storytelling and the emotional conquest of the patient

Disertaciones

Nicolás Ibieta Illanes¹  Alberto Pedro López-Hermida Russo² 

[1] Consultor;Universidad de los Andes (Chile);

关键词: Comunicación;    Salud;    Storytelling;    Relato;    Redes Sociales;    Clínica Mayo;   

DOI  :  

来源: DOAJ

【 摘 要 】

The progress achieved in Communication and Health areas has turned into a time were citizens today, on one side, can access unlimited information, and on the other, health is perceived as right, more preventive than curative. The challenges in this scenario are tangible: patient's identity risks, proliferation of outright prejudicial information to the population, and the rise of a patient that visits a specialist with previous data and opinions from the web. Storytelling, as a story that pretends to capture the interlocutors attention, arise as an instrument of public communication, already in use in politics, business companies, and different nature organizations. Institutions related with Health are no exception, as an approach to Clínica Mayo’s communications strategy and a qualitative analysis of one of its stories, appears to show.

【 授权许可】

Unknown