Diseño participativo de un plan de social media en salud a través de metodología cualitativa. Evaluación de la experiencia del Hospital Universitario Reina Sofía

  1. Manuela López-Doblas
  2. Olivia Pérez-Corral
  3. David Gómez-Domínguez
  4. Alina Danet-Danet
Revista:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Año de publicación: 2019

Título del ejemplar: Información y comunicación biomédica

Volumen: 28

Número: 2

Tipo: Artículo

DOI: 10.3145/EPI.2019.MAR.24 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: El profesional de la información

Resumen

Se presenta una metodología cualitativa de diseño participativo para la realización del plan de social media (PSM) para organizaciones sanitarias, así como la evaluación de la experiencia en el Hospital Universitario Reina Sofía. La metodología de diseño colaborativo y multidisciplinar se desarrolló en cinco fases: identificación de agentes clave; consenso sobre objetivos, públicos, canales y líneas de contenido; análisis y devolución de resultados; diseño de (pre)campaña; elaboración colaborativa del PSM. La evaluación se realizó a través de la monitorización de presencia en redes (evaluación cuantitativa de la comunicación externa) y análisis de contenido de entrevistas semiestructuradas al equipo directivo (evaluación cualitativa de la comunicación interna). Los resultados reflejan el impacto positivo en comunicación externa y la satisfacción con la metodología de co-diseño, evidenciando la importancia de la participación profesional y de la interdisciplinariedad, así como del apoyo directivo y de la profesionalización para la planificación de presencia en redes en el ámbito hospitalario.

Referencias bibliográficas

  • Andersen, Kim-Normann; Medaglia, Rony; Henriksen, Helle-Zinner (2012). “Social media in public health care: Impact domain propositions”. Government information quarterly, v. 29, n. 4, pp. 462-469. https://doi.org/10.1016/j.giq.2012.07.004
  • Antheunis, Marjolijn L.; Tates, Kiek; Nieboer, Theodoor E. (2013). “Patients’ and health professionals’ use of social media in health care: Motives, barriers and expectations”. Patient education and counseling, v. 92, n. 3, pp. 426-431. https://doi.org/10.1016/j.pec.2013.06.020
  • Bermúdez-Tamayo, Clara; Alba-Ruiz, Rubén; Jiménez-Pernett, Jaime; García-Gutiérrez, José-Francisco; Traver-Salcedo, Vicente; Yubraham-Sánchez, David (2013). “Use of social media by Spanish hospitals: Perceptions, difficulties, and success factors”. Telemedicine and e-health, v. 19, n. 2, pp. 137-145. https://doi.org/10.1089/tmj.2012.0066
  • Bernhardt, Jay M.; Alber, Julia; Gold, Robert S. (2014). “A social media primer for professionals: Digital dos and don’ts”. Health promotion practice, v. 15, n. 2, pp. 168-172. https://doi.org/10.1177/1524839913517235
  • Bjerglund-Andersen, Nina; Söderqvist, Thomas (2012). Social media and public health research. University of Copenhagen, Faculty of Science. http://www.bjerglund.files.wordpress.com/2012/11/final-social-media-and-public-health-research1.pdf
  • Blázquez-Fernández, Carla; Cantarero-Prieto, David; Pascual-Sáez, Marta (2015). “Promoting the use of health information and communication technologies in Spain: A new approach based on the ICT-H”. Icono 14, v. 13, n. 2, pp. 238-259. https://doi.org/10.7195/ri14.v13i2.860
  • Calvo-Calvo, Manuel-Ángel (2014). “Calidad y características de los sitios web de los hospitales españoles de gran tamaño”. Revista española de documentación científica, v. 37, n. 1.
  • Castilla, Guillermo (2016). “La comunicación en salud desde el punto de vista de una sociedad médica”. Revista española de comunicación en salud, S1, pp. 129-132. https://doi.org/10.20318/recs.2016.3131
  • Chetley, Andrew (ed.) (2006). Improving health, connecting people: The role of ICTs in the health sector of developing countries: A framework paper. http://www.infodev.org/infodev-files/resource/InfodevDocuments_84.pdf
  • Childs, Lindsey M.; Martin, Christina Y. (2012). “Social media profiles: Striking the right balance”. American journal of health-system pharmacy, v. 69, n. 23, pp. 2044-2050. https://doi.org/10.2146/ajhp120115
  • Chou, Wen-Ying-Sylvia; Hunt, Yvonne M.; Burke-Beckjord, Ellen; Moser, Richard P.; Hesse, Bradford W. (2009). “Social media use in the United States: implications for health communication”. Journal of medical internet research, v. 11, n. 4, e48. https://doi.org/10.2196/jmir.1249
  • Chretien, Katherine C.; Kind, Terry (2013). “Social media and clinical care: Ethical, professional, and social implications”. Circulation, v. 127, n. 13, pp. 1413-1421. https://doi.org/10.1161/CIRCULATIONAHA.112.128017
  • Costa-Sánchez, Carmen; Túñez-López, Miguel; Videla-Rodríguez, José-Juan (2016). “Hospitales españoles en la web social. Gestión de Facebook y Twitter por el Hospital Sant Joan de Dèu (Barcelona)”. Revista latina de comunicación social, n. 71, pp. 1108-1130. https://doi.org/10.4185/RLCS-2016-1137
  • Dizon, Don S.; Graham, David; Thompson, Michael A.; Johnson, Lisa J.; Johnston, Claire; Fisch, Michael J.; Miller, Robert (2012). “Practical guidance: The use of social media in oncology practice”. Journal of oncology practice, v. 8, n. 5, pp. 114-24. https://doi.org/10.1200/JOP.2012.000610
  • Fischer, Gerhard (2002). “Beyond ‘Couch potatoes’: From consumers to designers and active contributors”. First Monday, v. 7, n. 12. https://doi.org/10.5210/fm.v7i12.1010
  • Gomes, Christian; Coustasse, Alberto (2015). “Tweeting and treating: How hospitals use Twitter to improve care”. Health care manager, v. 34, n. 3, pp. 203-214. https://doi.org/10.1097/HCM.0000000000000063
  • Grajales, Francisco J. III; Sheps, Samuel; Ho, Kendall; Novak-Lauscher, Helen; Eysenbach, Gunther (2014). “Social media: A review and tutorial of applications in medicine and health care”. Journal of medical internet research, v. 16, n. 2, e13. https://doi.org/10.2196/jmir.2912
  • Greenhalgh, Trisha; Jackson, Claire; Shaw, Sara; Janamian, Tina (2016). “Achieving research impact through co-creation in community-based health services: Literature review and case study”. Millbank quarterly, v. 94, n. 2, pp. 392-429. https://doi.org/10.1111/1468-0009.12197
  • Griffis, Heather M.; Kilaru, Austin S.; Werner, Rachel M.; Asch, David A.; Hershey, John C.; Hill, Shawndra; Ha, Yoonhee P.; Sellers, Allison; Mahoney, Kevin; Merchant, Raina M. (2014). “Use of social media across US hospitals: Descriptive analysis of adoption and utilization”. Journal of medical internet research, v. 16, n. 11, e264. https://doi.org/10.2196/jmir.3758
  • Grindrod, Kelly; Forgione, Andrea; Tsuyuki, Ross T.; Gavura, Scott; Giustini, Dean (2014). “Pharmacy 2.0: A scoping review of social media use in pharmacy”. Research in social and administrative pharmacy, v. 10, n. 1, pp. 256-270. https://doi.org/10.1016/j.sapharm.2013.05.004
  • Heldman, Amy-Burnett; Schindelar, Jessica; Weaver, James B. III (2013). “Social media engagement and public health communication: Implications for public health organizations being truly ‘social’”. Public health reviews, v. 35, n. 1, e13. https://doi.org/10.1007/BF03391698
  • Househ, Mowafa (2013). “The use of social media in healthcare: organizational, clinical, and patient perspectives”. Studies in health technology and informatics, v. 183, pp. 244-248. https://doi.org/10.3233/978-1-61499-203-5-244
  • HURS. Informe anual 2016. Servicio Andaluz de Salud. https://www.juntadeandalucia.es/servicioandaluzdesalud/hrs3/index.php?id=informes_anuales
  • Illia, Laura; Balmer, John M. T. (2012). “Corporate communication and corporate marketing: Their nature, histories, differences and similarities”. Corporate communications: An international journal, v. 17, n. 4, pp. 415-433. https://doi.org/10.1108/13563281211274121
  • Juárez-Giménez, Juan-Carlos; Fernández-Lisón, Luis-Carlos; Monte-Boquet, Emilio (2014). “Recomendaciones para el uso de las redes sociales para farmacéuticos de hospital (12 consejos que deberías tener en cuenta antes de lanzarte a la Red)”. Farmacia hospitalaria, v. 38, n. 2, pp. 86-88. https://doi.org/10.7399/FH.2014.38.2.7358
  • Kass-Hout, Taha; Alhinnawi, Hend (2013). “Social media in public health”. British medical bulletin, v. 108, n. 1, pp. 5-24. https://doi.org/10.1093/bmb/ldt028
  • Krowchuk, Heidi V.; Lane, Susan H.; Twadell, Jennifer W. (2010). “Should social media be used to communicate with patients?”. MCN The American journal of maternal/child nursing, v. 35, pp. 6-7. https://doi.org/10.1097/01.NMC.0000366802.88540.54
  • Lambert, Kristen M.; Barry, Pauline; Stokes Gwen (2012). “Risk management and legal issues with the use of social media in the healthcare setting”. Journal of healthcare risk management, v. 31, n. 4, pp. 41-47. https://doi.org/10.1002/jhrm.20103
  • Langley, Joe; Wolstenholme, Daniel; Cooke, Jo (2018). “Collective making as knowledge mobilization: the contribution of participatory design in the co-creation of knowledge in healthcare”. BMC health services research, v. 18, e585. https://doi.org/10.1186/s12913-018-3397-y
  • Li, Charlene; Bernoff, Josh (2008). Groundswell: Winning in a world transformed by social technologies. Boston MA: Harvard Business Press. ISBN: 978 1 422125007
  • Mairs, Katie; McNeil, Heather; McLeod, Jordache; Prorok, Jeanette C.; Stolee, Paul (2013). “Online strategies to facilitate health-related knowledge transfer: a systematic search and review”. Health information and libraries journal, v. 30, pp. 261-277. https://doi.org/10.1111/hir.12048
  • Mangold, W. Glynn; Faulds, David J. (2009). “Social media: The new hybrid element of the promotion mix”. Business horizon, v. 52, n. 4, pp. 357-365. https://doi.org/10.1016/j.bushor.2009.03.002
  • Medina-Aguerrebere, Pablo (2017). “El rol de las redes sociales en la comunicación de marca de los hospitales españoles”. adComunica, n. 15, pp. 215-233. https://doi.org/10.6035/2174-0992.2018.15.11
  • Medina-Aguerrebere, Pablo (2018). “La gestión de la reputación online de las marcas hospitalarias: una propuesta de modelo”. Zer, v. 22, n. 43, pp. 53-68. https://doi.org/10.1387/zer.17908
  • Medina-Aguerrebere, Pablo; Buil, Pilar; Heath, Robert L. (2016). “Establishing and demonstrating US hospital brands through Facebook”. OBS-Observatorio, v. 10, n. 3, pp 20-40. https://doi.org/10.15847/obsOBS1032016912
  • Merchant, Raina M.; Elmer, Stacy; Lurie, Nicole (2011). “Integrating social media into emergency-preparedness efforts”. New England journal of medicine, v. 365, n. 4, pp. 289-291. https://doi.org/10.1056/NEJMp1103591
  • Moorhead, S. Anne; Hazlett, Diane E.; Harrison, Laura; Carroll, Jennifer K.; Irwin, Anthea; Hoving, Ciska (2013). “A new dimension of health care: Systemic review of the uses, benefits, and limitations of social media for health care professionals”. Journal of medical internet research, v. 15, n. 4, e85. https://doi.org/10.2196/jmir.1933
  • Peluchette, Joy V.; Karl, Katherine A.; Coustasse, Alberto (2016). “Physicians, patients, and Facebook: Could you? Would you? Should you?”. Health marketing quarterly, v. 33, n. 2, pp. 112-126. https://doi.org/10.1080/07359683.2016.1166811
  • Rando-Cueto, Dolores (2014). “Presencia y estrategias de comunicación de hospitales andaluces en las redes sociales”. Cuadernos artesanos de comunicación, v. 92, pp. 155-173. http://www.cuadernosartesanos.org/2015/cac92.pdf
  • Rando-Cueto, Dolores; De-Las-Heras-Pedrosa, Carlos (2016). “Análisis de la comunicación corporativa de los hospitales andaluces vía Twitter”. Opción, n. 8, pp. 557-576. http://www.redalyc.org/articulo.oa?id=31048481033
  • Rando-Cueto, Dolores; Paniagua-Rojano, Francisco-Javier; De-las-Heras-Pedrosa, Carlos (2016). “Factores influyentes en el éxito de la comunicación hospitalaria vía redes sociales”. Revista latina de comunicación social, n. 71, pp. 1170-1186. https://doi.org/10.4185/RLCS-2016-1140
  • Research Information Network (2010). If you build it, will they come? How researchers perceive and use web 2.0. Research Information Network, London.
  • Richter, Jason; Muhlestein, David B.; Wilks, Chrisanne (2014). “Social media: how hospitals use it, and opportunities for future use”. Journal of healthcare management, v. 59, n. 6, pp. 447-461. https://doi.org/10.1097/00115514-201411000-00011
  • Rycroft-Malone, Jo; Burton, Christopher R.; Bucknall, Tracey; Graham, Ian D.; Hutchinson, Alison M.; Stacey, Dawn (2016). “Collaboration and co-production of knowledge in healthcare: opportunities and challenges”. International journal of health policy and management, v. 5, pp. 221-223. https://doi.org/10.15171/ijhpm.2016.08
  • Roman, Leah A. (2014). “Using social media to enhance career development opportunities for health promotion professionals”. Health promotion practice, v. 15, n. 4, pp. 471-475 . https://doi.org/10.1177/1524839914535213
  • Sanders, Elizabeth B. N.; Stappers Pieter J. (2008). “Co-creation and the new landscapes of design”. CoDesign, v. 4, n. 1, pp. 5-18. https://doi.org/10.1080/15710880701875068
  • Senabre, Enric; Ferran-Ferrer, Núria; Perelló, Josep (2018). “Diseño participativo de experimentos de ciencia ciudadana”. Comunicar, v. 24, n. 54, pp. 23-38. https://doi.org/10.3916/C54-2018-03
  • Sleeswijk-Visser, Froukje; Stappers, Pieter J.; Van-der-Lugt, Remko; Sanders, Elizabeth B. N. (2005). “Contextmapping: Experiences from practice”. CoDesign, v. 1, n. 2, pp. 119-149. https://doi.org/10.1080/15710880500135987
  • Smith, Rachel-Charlotte; Bossen, Claus; Kanstrup, Anne-Marie (2017). “Participatory design in an era of participation”. CoDesign, v. 13, n. 2, pp. 65-69. https://doi.org/10.1080/15710882.2017.1310466
  • Thackeray, Rosemary; Neiger, Brad L.; Smith, Amanda K.; Van-Wagenen, Sara B. (2012). “Adoption and use of social media among public health departments”. BMC public health, v. 12, pp. 242-248. https://doi.org/10.1186/1471-2458-12-242
  • Tonia, Thomy (2014). “Social media in public health: Is it used and is it useful?”. International journal of public health, v. 59, n. 6, pp. 889-891. https://doi.org/10.1007/s00038-014-0615-1
  • Van-de-Belt, Tom H.; Engelen, Lucien J. L. P. G.; Berben, Sivera A. A., Teerenstra, Steven; Samsom, Melvin; Schoonhoven, Lisette (2013). “Internet and social media for health-related information and communication in health care: preferences of the Dutch general population”. Journal of medical internet research, v. 15, n. 10, e220. https://doi.org/10.2196/jmir.2607
  • Vance, Karl; Howe, William; Dellavalle, Robert P. (2009). “Social internet sites as a source of public health information”. Dermatologic clinics, v. 27, n. 2, pp. 133-136. https://doi.org/10.1016/j.det.2008.11.010
  • Vanzetta, Marina; Vellone, Ercole; Dal-Molin, Alberto; Rocco, Gennaro; De-Marinis, Maria-Grazia; Rosaria, Álvaro (2014). “Communication with the public in the health-care system: a descriptive study of the use of social media in local health authorities and public hospitals in Italy”. Annali dell’Istituto Superiore di Sanità, v. 50, n. 2, pp.163-170. https://doi.org/10.4415/ANN_14_02_10
  • Ventola, C. Lee (2014). “Social media and health care professionals: benefits, risks, and best practices”. Pharmacy and therapeutics, v. 39, n. 7, pp. 491-499. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576
  • Von-Muhlen, Marcio; Ohno-Machado, Lucila (2012). “Reviewing social media use by clinicians”. Journal of the American Medical Informatics Association, v. 19, n. 5, pp. 777-781. https://doi.org/10.1136/amiajnl-2012-000990
  • Yang, Po-Chin; Lee, Wui-Chiang; Liu, Hao-Yen; Shih, Mei-Ju; Chen, Tzeng-Ji; Chou, Li-Fang; Hwang, Shinn-Jang (2018). “Use of Facebook by hospitals in Taiwan: A nationwide survey”. International journal of environmental research and public health, v. 15, n. 6, e1188. https://doi.org/10.3390/ijerph15061188
  • Zhang, Wei; Deng, Zhaohua; Evans, Richard; Xiang, Fei; Ye, Qing; Zeng, Runxi (2018). “Social media landscape of the tertiary referral hospitals in China: Observational descriptive study”. Journal of medical internet research, v. 20, n. 8, e 249. https://doi.org/10.2196/jmir.9607
Fuente de los datos: Dialnet