Strategic Health Communication as a Value Practice: Insights From the German‐Speaking Healthcare Systems
Slavko Rogan, Katja Schlegel, Eefje LuijckxABSTRACT
Background and Aim
This study synthesizes value‑related patterns of strategic health communication across macro, meso and micro levels and analyses their relevance for functional, interactive, critical, digital and organizational health literacy (HL).
Methods
A narrative, theory‑informed synthesis was conducted, integrating 15 empirical and conceptual articles from Austria, Germany and Switzerland. Evidence from population surveys, organizational assessments, digital content analyses, qualitative youth studies and crisis‑communication research was categorized across system levels and analysed for explicit and implicit value dimensions.
Results
Five value configurations emerged across contexts: clarity–safety–rights, participation–appreciation–co‑production, trust–transparency–consistency, inclusion–equity–accessibility and digitality–risk literacy–source criticism. Structural obstacles such as low readability of health websites, organizational gaps in patient involvement and marked digital HL inequalities among adolescents and multimorbid older adults were consistently documented.
Discussion
Strategic health communication succeeds when systemic, organizational and interpersonal values align. Misalignments create HL gradients, while value‑driven practices such as plain language, teach‑back, multimodal formats and empathetic crisis communication enhance comprehension, trust and engagement. Value‑oriented communication frameworks are therefore essential for equitable HL promotion.