title: Constructions of the patient in healthcare communications: six patient figures.
abstract: OBJECTIVE
  The purpose of this paper is to examine how strategic, patient-centred communication plays a part in the discursive management of expectations posed to patients and healthcare organizations.
  
  
  METHODS
  The paper provides an analysis of four documents collected as part of an ethnographic case study regarding "The Perspective of the Patient" - a Danish Hospital's patient-centred communication programme. Mapping methods inspired by Grounded Theory are used to qualify the analysis.
  
  
  RESULTS
  The paper shows that strategic patient-centred communication addresses both a care-oriented approach to the patient and deploys market perceptions of patients. Market and care is seen as co-existing organizing modes that entail expectations to the patient. In the communication programme the patient is constructed in six information-seeking patient figures: affective patient; target group patient; citizen with rights; patient as a competent resource; user as active partner; and consumer. As a result, the patient-centred communication programme renders the patient as a flexible figure able to fit organizational demands of both care orientation and market concerns.
  
  
  CONCLUSIONS
  This study contributes to qualitative research in organizational health communication by combining two subfields - patient-centredness and health communication - in an empirical study of how market and care are intertwined in a patient-centred communication programme. The argument goes beyond the prevalent prescriptive approaches to patient-centredness and healthcare communication, instead providing a critical analytical perspective on strategic communication and patient-centredness and showing how expectations are posed to both patient and organization.
authors.affiliation: Department of Management & Administration, Metropolitan University College, Copenhagen, Denmark.
authors.forename: Anja Svejgaard
authors.initials: AS
authors.lastname: Pors
mesh_terms: D003718:Denmark; D058015:Health Communication; D006801:Humans; D010358:Patient Participation; D017060:Patient Satisfaction; D018802:Patient-Centered Care
keywords: Document analysis; Health communication; Healthcare management; Patient-centred care; Situational analysis; Strategy