Currently, the online interaction between citizens and hospitals is poor, as
users believe that there are shortcomings that could be improved. This study
analyzes patients’ opinions of the online communication strategies of hospitals in
Spain. Therefore, a mixed-method is proposed. Firstly, a qualitative analysis through
a focus-group was carried out, so around twenty representatives of national,
regional and local patients’ associations were brought together. Secondly, the
research is supplemented with a content assessment of the Twitter activity of the
most influential hospitals in Spain. The results reveal that the general public
appreciate hospitals’ communication potential through social media, although they
are generally unaware of how it works. The group says that, apart from the lack of
interaction, they find it hard to understand certain messages, and some publications
give a biased picture. In order to improve communication, patients and
relatives are demanding that their perspective be taken into consideration in the
messages issued to enhance the quality of life and well-being of society.
