HUMANIZATION AS A COMMUNICATION STRATEGY TO STRENGTHEN THE IMAGE OF THE UNIVERSITY HOSPITAL IN SÃO LUÍS

Abstract

In a panorama in which society is increasingly connected and participatory within the virtual environment, it is necessary for organizations to turn their attention to this digital scenario. This work will have as its research focus a public institution in the health sector, the HU-UFMA, since the Social Communication sector of the aforementioned hospital realized the great potential of strengthening the bond with its public, consequently, working to strengthen institutional, through strategies that combine two large and important areas: communication and humanization. For this to happen, based on abundant observation, we bring examples that confirm changes in behavior among followers of the official Instagram @huufma, in terms of interaction, according to the approach of the publications.