The Strategies of Communication in the Health Institutions and the level of public response A Survey Study on Communicators in Private Jordanian Hospitals

Abstract

The research aims to identify the most important communication strategies and media adopted by private Jordanian hospitals in communicating with the public, the communicators' characteristics, and the level of public response to strategies and methods adopted. The researcher adopted the analytical descriptive method to describe the responses of (49) respondents that were collected using the questionnaire tool in a comprehensive survey of the hospital communicators. After conducting the statistical operations, a number of results were reached, The private Jordanian hospitals rely on most communications strategies, but they are more focused on the strategy of news and information, the strategy of persuasion high degree and the strategy of dialogue or discussion to a medium degree, One of the most prominent means of communication used in private Jordanian hospitals is Facebook, Twitter and the website, also it displays that the one of the most prominent communication activities used in Jordanian hospitals is the issuance of press releases, lectures and the establishment of free medical days., also it displays that the one of the most prominent characteristics of communicators in Jordanian hospitals is to ensure that the communicative content is communicated to the public in full, undisturbed or distorted and to listen carefully to the speaker, and the most prominent aspect of the public response to communication strategies is the hospital receiving certificates of thanks and invitations to participate in conferences and seminars related to the hospital's specialties.