Digital Cancer Communication Strategies in Spain: Differences Between Public and Private Hospitals and the Role of Cultural Sensitivity

Abstract

This study explores the dynamics of cancer communication on Facebook by Spanish hospitals, analysing 8061 posts through sophisticated textual analysis and regression methodologies. It identifies divergent strategies between private and public hospitals, with private institutions emphasising cancer risks and prevention to appeal to a health-conscious audience, reflecting market orientation and behaviour-change constructs related to perceived threat and efficacy. The research uncovers culturally sensitive aspects in these communications, particularly concerning dietary risks, which are subtly moderated in their tone, suggesting an adaptation to align with cultural norms. By providing a nuanced understanding of digital healthcare discourse, this research contributes to theories on market orientation, cultural sensitivity and risk communication. These findings are pivotal for healthcare administrators and policymakers, underscoring the necessity for strategic, culturally informed communication in healthcare and highlighting the crucial balance between market-driven strategies and ethical considerations in public health messaging.