Communication and Digital Marketing in Healthcare

Program Presentation

Knowing how to communicate in an effective manner is essential for a field marked by a great volume of information circulating the world on a daily basis. The field of healthcare is no different, with many news, articles and videos related to the sector being published every day.

For this large volume of information to effectively reach the target audience (clients/patients), creating differentiated, attractive, truthful and scientifically accurate content is essential.

In this sense, the Communication and Digital Marketing in Healthcare program presents a series of content aimed at developing communication skills for healthcare professionals, as well as providing important knowledge for those communication professionals who wish to work in the field of healthcare.

To achieve this, the course presents the main channels and communication tools on the Internet and offers guidance for recognizing and working with reliable scientific information sources. It also presents the most used techniques in online marketing and at all stages of design and project management in healthcare communication.

Lastly, students will be able to develop a comprehensive communication and digital marketing plan in healthcare, either to be implemented in consultations or platforms in online healthcare, promoting a healthcare center, launching an awareness-raising campaign or promoting healthcare topics, creating a professional’s digital reputation, among others.

Who is the programme for?

El programa de Comunicación y Marketing Digital en Salud tiene como destinatarios:

Profesionales de la salud con interés en adquirir competencias en comunicación digital, actualmente demandada por la sociedad.
Profesionales del periodismo, de ciencias de la comunicación, del marketing u otras titulaciones afines que deseen orientar su carrera profesional en empresas vinculadas al ámbito de la salud.

Diploma

Successfully completing the Program will be awarded with the diploma in Specialization in COMMUNICATION AND DIGITAL MARKETING IN HEALTHCARE.

Once the Program has been successfully completed, the diploma will be issued by the University in which the student enrolled.

Program Structure

The credit structure of the Communication and Digital Marketing in Healthcare program is shown in the following table. It should be noted that the duration is merely indicative, as the methodology followed integrates the knowledge and skills to be acquired in each part through integrative exercises of knowledge acquisition and internalization of project practices:

MODULES	ECTS CREDITS^a
1^stPart: Subjects	25
2^nd Part: Communication Project	5
TOTAL	30

a. The equivalence in credits may vary according to the university where he/she has enrolled. One (1) ECTS (European Credit Transfer System) credit is equivalent to 10 + 15 hours. If the student is enrolled in a university that does not belong to the European Higher Education Area (EHEA), the relation between credits - hours may vary.

Duration

The program in Communication and Digital Marketing in Healthcare has 30 créditos.

The duration of the program in Communication and Digital Marketing in Healthcare varies between 9 and 12 months, depending on the student's dedication. In this period of time, the student must have successfully passed all the evaluated activities and approved the Final Project, if any.

Objectives

General Objective

Capable of developing a communication and digital marketing plan to disseminate and promote different proceedings related to healthcare.

Specific Objectives

Detecting the communication needs for a healthcare project and defining the strategies needed for achieving them.
Recognizing the advantages and disadvantages of the main channels of communication on the Internet.
Knowing how to design an attractive communication style that is adapted to the client’s or the patient's profile.
Using the tools and techniques necessary to communicate in an effective, responsible and scientifically rigorous manner.

Career Opportunities

Some of the careers* available for the Communication and Digital Marketing in Healthcare program are:

Healthcare professional with digital reputation.
Online healthcare consultant.
Editor or official responsible for the communication of healthcare centers and organizations/companies related to healthcare.
Planning consultant for communication and marketing in healthcare.

* Note: Professional practice is subject to each country’s legislation.

Study Plan

Depending on the student’s professional background, the subjects of the Communication and Digital Marketing in Healthcare program seek to provide two different approaches: for healthcare professionals to develop skills in communication and digital marketing, and for communication, journalism or marketing professionals to integrate essential knowledge in healthcare into their job performance.

The Communication and Digital Marketing in Healthcare program has a total duration of 30 ECTS credits (9 months), divided into the following modules:

1^st PART: SUBJECTS (25 CREDITS)

The first part of the program delves into the main thematic areas related to the search for scientific information, Internet channels and communication tools, the techniques used in online marketing, and the design stages and project management of communication in healthcare.

The corresponding subjects and credits of the program are shown in the following table:

1^st PART: SUBJECTS
#	SUBJECTS	HOURS
1	Search for Scientific Information in Health Sciences	50
2	Communication Channels in the Internet and New Formats	50
3	Tools and Techniques for Effective Communication on the Internet	50
4	Online Marketing for Healthcare Services	50
5	Project Management and Design in Healthcare Communication	50
TOTAL		250

2^nd PART: COMMUNICATION PROJECT (5 CREDITS)

In the final part of the program, the student will develop their own communication project and place it into practice thanks to the knowledge acquired from the studied subjects.

2^nd PART: COMMUNICATION PROJECT
#	SUBJECTS	HOURS
1	Communication Project	50
TOTAL		50

Note: The contents of the academic program may be subject to slight modifications, depending on the updates or the improvements made.

Management

Academic Administration

Dr. Guillermo Rodríguez Navarrete. Doctor in Human Nutrition from the University of Granada (Spain) and Postgraduate School of Medicine from the University of Harvard (United States). Nutritional online educator under the brand Nutrillermo.

General Academic Coordination

Dr. (c) Ligia María Lee Guandique. Degree in International Relations from Universidad Rafael Landívar, Guatemala. Master's Degree in Political Science from Pontificia Universidad Católica de Chile.
Dr. Irma Domínguez. Coordinator for the Health Area - FUNIBER.

Teaching staff and Authors

Dr. Mercedes Briones. International Doctorates in Child Nutrition, University of Granada. Professor at the International Iberoamerican University.
Dr. Alejandro Tapia. Doctorate in Marketing and Degree in Advertising from the Complutens University in Madrid.
Dr. Ana Laura Moro. Doctor of Medicine (Epidemiology, Public Health and International Health) from the University of Barcelona.
Dr. Alejandro Carmelo Fernández Muerza. Doctor in Scientific Journalism from the University of the Basque Country. Journalist and communicator of science and environment.
Dr. Francesc Ponsa i Herrera. Doctorate in Social Communication from the Universitat Pompeu Fabra. Master's Degree in Intelligence Analysis from Autonomous University of Barcelona, University of Barcelona, Carlos III University of Madrid, and Juan Carlos I University of Madrid. Degree in Communication and Audiovisual from Universitat Ramon Llull.
Dr (c). Mariana Dornelles. Doctoral student in Communication at the Autonomous University of Barcelona. Official Master in Cultural Management by the University of Barcelona. Degree in Social Communication - Journalism from the Universidade de Brasília.
Mtr. Regla María Gómez Tejada. Master's Degree in Corporate Communication from the Seneca Institute and the Catholic University of Avila. Degree in Journalism from the University of Seville.
Mtr. Héctor Magro Palacios. Master in Communication and Advertising Management from ESIC Business and Marketing School, Expert in Digital Journalism from the University of Oviedo and Bachelor of Arts with Honours in Media and Communication from the University of Wolverhampton.
Mtr. Diego Guzmán Nagel. Master in Business Administration by the Polytechnic University of Catalunya, specialist in Leisure, Tourism and Free Time Management by the Business Administration School (EAE) of Barcelona and graduated in Marketing by the Private Bolivian University of Cochabamba.
Mtr. Enrique Villanueva. Master's Degree in Business Administration, Bachelor's Degree in Communication Sciences and Certificate in Tourism from the Technological Institute and the Higher Studies of Monterrey.
Mtr. Hadit Pamela Brito Abreu. Master's Degree in Business Administration from the Iberoamerican University Foundation. Degree in Advertising from the Pro Education and Culture University, Dominican Republic.

FUNIBER Training Scholarships

The Iberoamerican University Foundation (FUNIBER) allocates periodically an extraordinary economic item for FUNIBER Training Scholarships.

To apply, please fill out the information request form that appears in the web of FUNIBER or contact directly the Foundation’s headquarters in your country that will inform you if you need to provide some additional information.

Once the documentation is received, the Evaluation Committee will determine your application's eligibility for the FUNIBER Training Scholarship.