The New Healthcare Communication is based on four essential pillars.

• Responsible: A healthcare communication guided by ethical principles, aware of its societal role.

• Empowering: Patients and healthcare actors are equipped with knowledge and tools to actively participate in the healthcare process.

• Cooperative: Collaboration among all participants is encouraged to jointly achieve better health outcomes.

• Modest: A resource-conscious approach to communication tools that focuses on the essentials.

This approach deliberately differentiates itself from traditional PR and marketing. Instead of sales-oriented promotion of healthcare services, we employ a humanistic, purpose-driven communication that prioritizes the well-being of patients and the quality of healthcare. The patient is no longer just a means to an end.

The New Healthcare Communication acknowledges the importance of media tools and uses them purposefully and responsibly.