Healthcare systems and corporate social responsibility communication : a comparative analysis between Malta and India

Abstract

This article aims to analyze corporate social responsibility (CSR) communication in today’s health care systems. The authors investigate the importance of CSR communication and the use of both traditional and interactive technologies for healthcare CSR communication, adopting quantitative research methodologies. In order to understand different applications of the topic, the article examines and compares best practices regarding CSR communication between two extremely different countries and contexts: namely Malta and India. Results emphasize a growing attention on healthcare CSR communication in both countries. The key finding observed is that healthcare organizations are using a mixed strategy to communicate their CSR activities. Indeed, interactive technologies enable several advantages to organizations than traditional tools (such as better dialogue and interaction with different stakeholders, speed, low costs, easy access to information), as well as they require investments and costs in infrastructures and skills/competencies for their implementation.