EFFECTIVE COMMUNICATION FORMS OF MANAGEMENT IN THE HEALTHCARE INDUSTRY IN BULGARIA

Abstract

Objectives. The purpose of this scientific report is to research and present the results and analyses of a representative scientific study regarding effective communication forms of management in the health sector in Bulgaria. The research was conducted by the Gallup International Balkan team, at the request of Doncheva Yankov, PhD. An author survey was used for the purposes of the research. Material and methods. The method of conduct is "face-to-face" with tablets. The research is representative, the sample is 807 adult Bulgarians. The measurement of the results is based on the "Gallup International Balkan" method. The detailed analysis is authored by the creator of the present scientific work. Results. Among retirees and the unemployed, more effective health communication practices would be classic PR (public relations) approaches. Conventional PR methods would be more relevant for ethnic groups of Roma and Turks, while digital communication forms of management would work better for Bulgarians. General practitioners are the most preferred source of health information, followed by relatives, acquaintances, and neighbors, followed by an online search engine, then TV (television), social network groups and others. Brand awareness is found to be more important than the potential impact of a healthcare company's website and social media. Google ads arouse more trust among younger people, and Google reviews appear to be more important for people with a more favorable life horizon. Conclusions. Considering the obtained results, we can conclude that effective communication in the health sector can be implemented through hybrid approaches in health PR

Keywords

• healthcare
• public relations
• management
• communications
• pr