La Sanità che racconta il Covid su Facebook: tre buone pratiche

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La comunicazione sanitaria in tempi di crisi attraverso l’analisi delle pagine Facebook di tre realtà sanitarie italiane: INMI Lazzaro Spallanzani, Azienda Socio Sanitaria Territoriale Papa Giovanni XXIII di Bergamo, GVM Care & Research.

Articolo di Beatrice Lomaglio su Agenda Digitale

Un fenomeno così dirompente come il dilagare di un’epidemia che in pochi giorni si trasforma in pandemia non può non irrompere prepotentemente sui social network, dove la comunicazione – per la natura stessa del mezzo – tende a essere immediata, non mediata, fortemente emotiva.

Abbiamo quindi deciso di analizzare come alcune tra le principali realtà sanitarie italiane hanno gestito la comunicazione sulle proprie pagine Facebook durante il primo periodo dell’emergenza.

Partiremo dall’INMI Lazzaro Spallanzani, il primo ospedale a finire sotto i riflettori al delinearsi dell’emergenza, in quanto presidio destinato alla prevenzione, diagnosi e cura delle malattie infettive, già identificato dal Ministero della salute come polo nazionale di riferimento per il bioterrorismo e la SARS. Esamineremo poi la pagina Facebook dell’Azienda Socio Sanitaria Territoriale Papa Giovanni XXIII di Bergamo, una di quelle più colpite dall’escalation dei contagi in Lombardia, impegnata normalmente non solo nell’attività ospedaliera, ma anche nelle prestazioni fornite dalle ex ASL e – come viene sottolineato nel sito della struttura – in una vasta attività di ricerca.

Per finire, ci focalizzeremo su uno dei maggiori gruppi della sanità privata in Italia, il GVM Care & Research.

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