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Expert in Strategic Communication Applied to the Health Sector for Health Professionals

Own Teachings
Telephone: 91 488 70 40
Contact Academic Address:  Luis Miguel Romero Rodriguez  ||  Clara Molina

more information

Basic Information


Strategic communication is increasingly important in the field of health, as highlighted by the Covid-19 pandemic. For this reason, the Title of Expert in Strategic Communication Applied to the Health Sector for Health Professionals aims to train health personnel, of different categories and functions, in the design, implementation and evaluation of strategic communication plans in the health sector, based on the knowledge and deepening of the stakeholders and different areas of said strategic communication.

You will learn, among other things, to develop strategic communication projects for the health field based on knowledge of the different audiences of organizations, manage internal communication and motivation processes, plan management with external audiences, effectively address communication crisis situations and design and analyze advertising campaigns for the health sector.

Some of the organizations that will collaborate with masterclass, invited talks and practical classes, will be:

  • Spanish Private Health Alliance (ASPE).
  • Grow
  • MLV&Rx.
  • Havas
  • Doctor Mos.
  • Roche 
  • vithas 
  • ASISA 
  • Gregorio Marañón University Hospital.
  • San Carlos Clinical University Hospital.
  • Princess University Hospital.
  • Bubblegum Health.
  • et al. Pharma.
  • Karyotype MH5: Communication and Lobby Consultant.


The General Objective of the Title of Expert in Strategic Communication Applied to the Health Sector for Health Professionals is to train current and future professionals in the health sector, both in the Spanish and Latin American markets, in the design of strategic communication plans in the health sector, delving into the different areas of such communication. To achieve this, the specific objectives of this Expert Title are the following:

  • Know the elements related to the communication of an entity or organization in its process of interaction with its various audiences.
  • Understand the necessary and effective communication of an entity with all its internal audiences to motivate them and create a sense of belonging.
  • Understand communication with the different external audiences with which the entity relates as an organic and strategic need.
  • Teach the communication process in crisis situations and how an organization should respond to the media.
  • Understand the characteristics of advertising communication from its persuasive nature and its different types of messages.
  • Apply the theoretical and practical concepts acquired to the development of a strategic communication project related to health.


This Expert Title, with a duration of 15 credits, is structured in 5 subjects that will be taught online and in person, according to the following:


subjects / subjects



Institutional communication: image, identity and corporate communication (Online).



Organizational communication and well-being management of the internal public (Online).



Communication of social projection towards external audiences (Online).



Reputational risk management: treatment of health crises (Face-to-face).



Advertising communication in the private and institutional sphere (Online).




Access requirements:

Students must present a graduate degree in any discipline related to Health Sciences and/or Biomedical Sciences (Medicine, Nursing, Physiotherapy, Psychology, Occupational Therapy, Dentistry, Pharmacy, Biology, Biochemistry, Veterinary Medicine, etc.).

Graduates or graduates in any other branch of knowledge who prove work experience in the field of Health Communication, or a special interest in this discipline, may also access.

Those interested must accompany the application together with their academic transcript, a CV with details of their work experience and professional training, and a reasoned letter explaining the need to take this training program. 

Selection criteria:

In the event that the number of applications exceeds the number of places offered, a selection will be made based on the following criteria:

  • Academic record (grade) 30%
  • Accredited work experience 30%
  • Motivated letter for the realization of the Master 20%
  • Other training related to the Master's objectives 20%

No. of Places: 75 students

Academic Management and Faculty

Academic direction: Dr. Clara Muela Molina and Dr. Luis M. Romero-Rodríguez

Academic secretary: Dr. Antonio José Baladrón Pazos.


Professors of the Rey Juan Carlos University

  • Luis Miguel Romero Rodriguez
  • Antonio Baladron Pazos
  • Elena Cuevas Molano
  • Barbara Mercedes Castillo Abdul
  • Sara Nieto

External professors and collaborators:

  • Beatriz Lozano Munoz. Head of Public Affairs & CSR Roche Farma Spain
  • Julio Zarco Rodriguez. Deputy Managing Director of the San Carlos Clinical Hospital and Former General Director of the Rey Juan Carlos University Clinic
  • Amelia Aguilar Villasenor. Director of Communication of the ASISA Group
  • Florence Musmarra. Director of Communication and Institutional Development of the Spanish Private Health Alliance
  • Jose Luis Bouza. Director of Communication of the Vithas Group
  • Rodney Bunker. CEO Bubblegum. Digital Creative Healthcare and Pharma et al.
  • Rachel Mizrahi. Executive Creative Director. Digital Creative Healthcare Bubblegum Health and Pharma et al.
  • Jorge Navarro Public Relations. Digital Creative Healthcare Bubblegum Health and Pharma et al.
  • David Garcia Garcia. Head of Communication at the Gregorio Marañón University Hospital
  • Elena Spanish Pueyo. Director of the Communication Unit of the University Hospital of La Princesa
  • Christina Borrego. Account Supervisor at Doctora Moss, specialized health agency
  • Irene Tatto. Director of the Health & Life Science agency
  • Judith Cebrian. Creative Director at Grow Communication
  • Nuria Ibanez. Health Account Director at Grow Communication
  • Rodrigo Vincent. Healthcare Area Manager & Creative Director at Grow Communication
  • Alfonso Formariz. CEO Spain Havas Health & You
  • Diana Kvaternik. Managing Director, Havas Health & You
  • Cesar Perez. Creative Supervisor, VMLY&Rx
  • Elvira Arzubialde. CEO in Spain of VMLY&R HEALTH (WPP HEALTH) and President of the AEAPS
  • George Fernandez. CEO of Karyotype Lobby & Communication

Duration and development

Modality: blended

Number of credits: 15

Contact hours: 30

Place of delivery: Sessions online (Virtual Classroom and Microsoft Teams of the URJC). Face-to-face sessions (Madrid-Vicálvaro Campus URJC)

Schedules: Sessions online: Recorded classes and synchronous classes that are recorded (from 17.00:22.00 p.m. to 17.00:22.00 p.m.). Face-to-face sessions: Friday, from 10.00:14.00 p.m. to XNUMX:XNUMX p.m., and Saturday, from XNUMX:XNUMX a.m. to XNUMX:XNUMX p.m.

Start date: 15 2023 May

Finish date: July 28, 2023

Reservation of place and enrollment

Pre-registration period: February 1 to March 31, 2023.

Enrollment deadline: April 3 to May 1, 2023.

Title price: 3.500€

Possibility of scholarship (if applicable): No

Pre-registration: €250. This amount is included in the total cost of the course and will be returned if your academic request is not accepted. If, once the student's application has been admitted, the enrollment is not formalized, the amount deposited for pre-enrolment will not be returned.

The start of the course is conditioned to the minimum number of students enrolled.

Documentation to attach, forms and place of delivery

the applicants they will present all the scanned documentation, in the formats allowed through the telematic self-registration application at the time of applying for admission to own degrees. They must compulsorily attach to their request the declaration of the person responsible for the veracity of the data provided in digital format.

At any time, both the Program Management and the Own Teaching Service may request the applicants to submit said certified/collated documentation through the General Registry, located on the Móstoles Campus, or in any of the registries assistants located in the different campuses of the Rey Juan Carlos University, or by sending it through Certified Mail to: Rey Juan Carlos University. General Registry. Avda. Tulipán s/n. 28933. Mostoles. Madrid

The student is responsible for the veracity and correctness of the data provided, exonerating the Rey Juan Carlos University from any responsibility and guaranteeing and being responsible for its accuracy, validity and authenticity.

Required documentation:

Students with a degree obtained from a Spanish university or a Higher Education Institution belonging to another Member State of the European Higher Education Area that authorizes access to own postgraduate degrees must present the following documentation:

  • National Identity Document or equivalent
  • University degree of the studies that give access to the requested postgraduate degree.
  • Curriculum vitae
  • Responsible declaration of veracity of the data provided in digital format
  • Any other document that the Director of the Own Title specifically requires for its acceptance

Students with a foreign degree must present the following documentation:

  • Passport or Residence Card
  • Foreign Higher Education Degree (Graduate, Graduate, Architect, Engineer Doctor...) that give access to own postgraduate degree studies.
  • Certificate certifying that the studies carried out give access to an Official Postgraduate Degree in your country of origin, issued by the University of origin
  • Curriculum vitae
  • Declaration of the person responsible for the veracity of the data provided in digital format
  • Any other document that the Director of the Own Title specifically requires for its acceptance

Applicants with studies completed in foreign University Centers may be requested at any time a certificate of verification of these studies and centers, issued by an authorized Institution.

All documentation provided must be legalized in accordance with Spanish law and translated by an official translator.