Communicating big data in the healthcare industry

In recent years nearly every aspect of how we function as a society has transformed from analogue to digital. This has spurred extraordinary change and acted as a catalyst for technology innovation, as well as big data generation. Big data is characterized by its constantly growing volume, wide variety, high velocity, and powerful veracity. With the emergence of COVID-19, the global pandemic has demonstrated the profound impact, and often dangerous consequences, when communicating health information derived from data. Healthcare companies have access to enormous data assets, yet communicating information from their data sources is complex as they also operate in one of the most highly regulated business environments where data privacy and legal requirements vary significantly from one country to another. The purpose of this study is to understand how global healthcare companies communicate information derived from data to their internal and external audiences. The research proposes a model for how marketing communications, public relations, and internal communications practitioners can address the challenges of utilizing data in communications in order to advance organizational priorities and achieve business goals. The conceptual framework is based on a closed-loop communication flow and includes an encoding process specialized for incorporating big data into communications. The results of the findings reveal tactical communication strategies, as well as organizational and managerial practices that can position practitioners best for communicating big data. The study concludes by proposing recommendations for future research, particularly from interdisciplinary scholars, to address the research gaps