Catalan hospitals, among the ‘top 3’ most influential health-related communities on social media

DKV Seguros and Alto Data Analytics have carried out a study analysing the most prominent profiles and the main topics of conversation relating to medicine and health on Facebook and Twitter

Catalan hospitals make up one of the three most influential health-related communities on social media. Among these hospitals are the Vall d’Hebron Hospital, the Clínic Hospital, the Sant Joan de Déu Hospital and the Bellvitge Hospital. These are the results a study carried out by DKV Seguros and Alto Data Analytics after analysing a total of 608,368 comments published by 101,979 different Facebook and Twitter users during first few months of the year. The insurance company aims to identify the most relevant topics and the most influential communities and actors from the field of medicine and health on social media.

According to the results from DKV Seguro's analysis, Catalan hospital profiles enjoy considerable social media presence and are characterised by their broad capacity to disseminate information, in addition to offering advice and support for global campaigns (such as World Cancer Day) and even their own programmes. The hospitals publish their advancements and achievements, focusing on the improving their reputation and posting positive content.

On Twitter, the Catalan hospital community is only surpassed by the nutritionist community and the critic community, which focuses mostly on health policy. What's more, general practitioners, nutritionists, hospitals and surgeons stand out from among the 150 most relevant users. Of these, 66% correspond to specialists or centres from the clinical field, while 23% are linked to education.

When it comes to Facebook, hospitals top the most influential communities by using the news they broadcast to guide the most important discussions. This content is mostly informational and has a positive tone, however, there are instances of negative comments regarding specific cases.

The report differentiates between those conversations meant for the general population and those meant for health professionals. In the first case, the discussions focus on advice in a range of areas, such as general health, nutrition and psychology, among others. By comparison, professionals steer their conversations toward specialised topics and other matters regarding "active patients”, which advocate for the proper treatment of patients and, more specifically, improved doctor-patient communication.

As for the negative content, in addition to focusing on criticisms of the health system, health professionals also lend criticism to non-regulated alternative treatments and their impact on care.

The DKV Group is part of ERGO, one of the major insurance groups in Germany and Europe. ERGO, with a presence in more than 30 countries, focuses its activities in Europe and Asia. It offers an extensive range of insurance products, pensions and services. ERGO employs 43,000 people, either as salaried employees or as self-employed insurance agents. ERGO is part of Munich Re, one of the leading reinsurers and risk carriers worldwide.

In Spain, the DKV Group has a presence throughout the country. It has an extensive network of branch offices and doctor's offices and a staff of almost 2,000 employees who provide service to 2 million customers.