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Biomediatized Directives: The NHS and the Art of the Twitter Nudge

Biomediatized directives subtly leverage a positive framing of the healthcare system in the hope this may influence how the public feels about it

Healthcare organizations need to explore innovative communication strategies, particularly in a landscape increasingly marked by public distrust towards healthcare messaging. 

Twitter offers a dynamic platform for the NHS (National Health Service) to experiment with new communication tones, with the medical docu-series Geordie Hospital acting as a focal point.

Screenshot of Geordie Hospital's homepage on an NHS trust's site 

What are Biomediatized Directives?

Biomediatized directives are a category of tweets categorized to refer to messages crafted by an NHS trust to subtly encourage viewers to watch Geordie Hospital. 

They are characterized by their blend of praise for healthcare workers with promotional language, framing the show as a realistic portrayal of the healthcare system.

For instance, a tweet may call to "Meet some of our fantastic staff on #GeordieHospital" or to state "Now's your chance to watch the trailer to our new 6-part documentary".

A tweet sent from the account NHS Organ Donation will tend to combine similar features about "the incredible gift" that organ donation is, alongside expressive ("been inspired") and assertive components ("One donor can save... nine lives") etc.,– before calling "to register and share your donation decision".

Such tweet echoes the show's first ever episode, which included a successful transplant of a young patient, presenting it as a window into true healthcare experiences.

An NHS Trust's Messaging Strategy

Shows like "Geordie Hospital" often present an ideal account of healthcare. Biomediatized directives subtly leverage this positive framing to potentially influence how the public views the healthcare system.  

These directives offer an alternative to traditional health communication, which often relied on direct instruction and formulaic politeness. 

Research, such as the study by Page and Hanson (2024), demonstrates that such commanding approaches can backfire, eliciting public blame rather than encouraging desired behaviors.

Why This Matters

The NHS's use of biomediatized directives highlights a potential move away from traditional forms of top-down health communication. 

It suggests a strategy designed to connect with a public that has grown skeptical of traditional models of medical authority, instead opting for a softer, more relatable communication approach.

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