Hospitalets strategiske patientkommunikation: - styring af sundhedsprofessionel praksis?

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Over the past two decades, public organizations have increasingly introduced strategies inspired by private actors on how to improve communication with targets groups. Recently, patient communication has become a strategic priority at hospitals. Today communication is a focal point in policies, plans and daily work practices. Hospitals create communication strategies and build communication departments to improve communication with patients - not just in face-to-face interaction between doctor and patient in clinical settings - but as a practice permeating the organization as a whole. The institutional attempts to strategize hospital communication have primarily been discussed as an effect of New Public Management within an institutional framework on organizational legitimacy and identity.
However, there is a lack of empirical studies of how strategic communication affects collaboration among professional groups within the organization. The empirical focus of this paper is a case referred to as ‘The Perspective of the Patient': a user-oriented communication strategy developed locally at a public Danish hospital. In this paper I trace how the strategy is being disseminated. The primary aim is to highlight how strategic communication unfolds as distributed governance. I argue that tensions in the strategy and its implementation are effects of a social constructivist approach. On the one hand the strategy focuses on different perspectives, and on the other hand it insists on theoretical predefined standards and a privileged perspective from which organizational practices can be observed. The paper argues that organizational actors must pay attention to the paradoxes that strategic use of a social constructivist approach entails. Prospectively, I suggest including different perspectives and practices as embedded components in developing and disseminating organizational strategies – especially strategies on communication.

TidsskriftTidsskrift for arbejdsliv
Udgave nummer1
Sider (fra-til)11-24
Antal sider14
StatusUdgivet - 27 mar. 2014


  • ledelse
  • kommunikation
  • Strategisk kommunikation
  • strategisk ledelse