Catholic Workers' Circle of the Uruguay Mutual Fund
Uruguay
Americas

The power of communication in a pandemic: The experience of a health insurance mutual fund in Uruguay with the use of social media as a basis for internal and external communication

Implementation year
2020

The COVID-19 pandemic has posed a challenge as the world has had to face situations unthinkable at a time when global technology and communication are distinctive elements of society. As in the past, solutions for fighting the disease have included lockdown, social distancing, quarantine and the use of personal protective equipment (PPE).

At our institution, the Catholic Workers’ Circle of the Uruguay Mutual Fund (Círculo Católico de Obreros del Uruguay Mutualista), an organisation whose main aim is to provide full medical care to its 94,000 members, the first challenge was to organise ourselves to work in a coordinated team to deal with the epidemic cautiously and safely. The process began with the establishment of the COVID-19 Institutional Contingency Committee, with multi-disciplinary membership and active participation from all agents involved.

Permanent internal communication, with an emphasis on the physical and mental health of workers, and external communication with members are crucial in the process of the new organisation. New technologies, and particularly social media, have been applied as a means of permanent communication, which has proved essential for maintaining a close relationship with members in real time.

Topic:
Information and communication technology
Communication
Service quality