Fragua
The development of corporate communication in hospitals is increasingly common. However, the correct application of communication techniques in a social, human and business context as particular as the hospital sector requires a previous reflection about the role of the health professional and the patient in the corporate communication process developed by the hospital. This book highlights the major role that internal communication plays as a strategic axis of all corporate communication activities undertaken by the hospital. The existing differences among the health systems of different countries, such as the different legislations or the several management techniques, are the main reasons that justify the interest in theorizing about hospital internal communication from a global point of view. All ideas and conclusions developed in this book have a universal validity in all countries.
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