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Krankenkassenkommunikation in der COVID-19-Pandemie: eine vergleichende Analyse der Krisenkommunikation auf Websites

BACKGROUND: Since the beginning of the coronavirus disease 2019 (COVID-19) pandemic in Germany in March 2020, there has been an unprecedented exceptional situation, which poses particular challenges for those involved in health communication. Health insurance companies play an important role here, a...

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Autores principales: Goetz, Miriam, Christiaans, Lena
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer Berlin Heidelberg 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8103050/
http://dx.doi.org/10.1007/s11553-021-00851-y
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author Goetz, Miriam
Christiaans, Lena
author_facet Goetz, Miriam
Christiaans, Lena
author_sort Goetz, Miriam
collection PubMed
description BACKGROUND: Since the beginning of the coronavirus disease 2019 (COVID-19) pandemic in Germany in March 2020, there has been an unprecedented exceptional situation, which poses particular challenges for those involved in health communication. Health insurance companies play an important role here, as they act as multipliers of relevant information with their communication to insured persons. OBJECTIVES: The core element of this paper is a comparative analysis of the COVID-19 crisis communication of health insurance companies based on findings from crisis communication and health insurance communication research. The aim is to highlight how the website communication of health insurance companies can be optimized with regard to target groups, information needs and textual design. MATERIALS AND METHODS: First, selected models of crisis communication are presented to contextualize the empirical findings on this basis. The subject of the empirical study is a selection of statutory and private health insurance companies, with a sample of the ten insurers with most members in each sector. The analysis focuses on one of the central mediums of health insurance communication, the websites. RESULTS AND CONCLUSIONS: The results show that the communication of German health insurance companies could be implemented in a more target-group-specific manner. The linguistic comprehensibility of the information and the structure of the COVID-19 subsites could also be optimized. The analysis also shows that the insurers address prevention and the acute case of COVID-19 disease to varying degrees, but not follow-up care. However, the latter is one of the elements of crisis communication in terms of follow-up and coping with the crisis.
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spelling pubmed-81030502021-05-07 Krankenkassenkommunikation in der COVID-19-Pandemie: eine vergleichende Analyse der Krisenkommunikation auf Websites Goetz, Miriam Christiaans, Lena Präv Gesundheitsf Originalarbeit BACKGROUND: Since the beginning of the coronavirus disease 2019 (COVID-19) pandemic in Germany in March 2020, there has been an unprecedented exceptional situation, which poses particular challenges for those involved in health communication. Health insurance companies play an important role here, as they act as multipliers of relevant information with their communication to insured persons. OBJECTIVES: The core element of this paper is a comparative analysis of the COVID-19 crisis communication of health insurance companies based on findings from crisis communication and health insurance communication research. The aim is to highlight how the website communication of health insurance companies can be optimized with regard to target groups, information needs and textual design. MATERIALS AND METHODS: First, selected models of crisis communication are presented to contextualize the empirical findings on this basis. The subject of the empirical study is a selection of statutory and private health insurance companies, with a sample of the ten insurers with most members in each sector. The analysis focuses on one of the central mediums of health insurance communication, the websites. RESULTS AND CONCLUSIONS: The results show that the communication of German health insurance companies could be implemented in a more target-group-specific manner. The linguistic comprehensibility of the information and the structure of the COVID-19 subsites could also be optimized. The analysis also shows that the insurers address prevention and the acute case of COVID-19 disease to varying degrees, but not follow-up care. However, the latter is one of the elements of crisis communication in terms of follow-up and coping with the crisis. Springer Berlin Heidelberg 2021-05-07 2022 /pmc/articles/PMC8103050/ http://dx.doi.org/10.1007/s11553-021-00851-y Text en © Springer-Verlag GmbH Germany, part of Springer Nature 2021 This article is made available via the PMC Open Access Subset for unrestricted research re-use and secondary analysis in any form or by any means with acknowledgement of the original source. These permissions are granted for the duration of the World Health Organization (WHO) declaration of COVID-19 as a global pandemic.
spellingShingle Originalarbeit
Goetz, Miriam
Christiaans, Lena
Krankenkassenkommunikation in der COVID-19-Pandemie: eine vergleichende Analyse der Krisenkommunikation auf Websites
title Krankenkassenkommunikation in der COVID-19-Pandemie: eine vergleichende Analyse der Krisenkommunikation auf Websites
title_full Krankenkassenkommunikation in der COVID-19-Pandemie: eine vergleichende Analyse der Krisenkommunikation auf Websites
title_fullStr Krankenkassenkommunikation in der COVID-19-Pandemie: eine vergleichende Analyse der Krisenkommunikation auf Websites
title_full_unstemmed Krankenkassenkommunikation in der COVID-19-Pandemie: eine vergleichende Analyse der Krisenkommunikation auf Websites
title_short Krankenkassenkommunikation in der COVID-19-Pandemie: eine vergleichende Analyse der Krisenkommunikation auf Websites
title_sort krankenkassenkommunikation in der covid-19-pandemie: eine vergleichende analyse der krisenkommunikation auf websites
topic Originalarbeit
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8103050/
http://dx.doi.org/10.1007/s11553-021-00851-y
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