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Permanent training master's degree in strategic management of applied communication 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 present in all activities and professional sectors. Information and Communication Technologies have brought with them countless mechanisms, platforms and interfaces for social interconnection that require specialized training.

The Covid-19 pandemic highlighted the urgency for health personnel to have communication skills and abilities, beyond the usual medical-care interaction. Not only was the importance of learning to communicate effectively in interviews with the media and press conferences evident, but also that all professionals in the health sector know how to efficiently and effectively manage information in the face of hoaxes and fake news, learn to strategically manage their professional social networks, and manage conflict and crisis situations.

In this blended Master's Degree, structured in four learning modules, you will learn everything you need to communicate and manage social media in the context of health. To achieve this, you will share with twenty top-level professors and researchers from Spanish and international universities, specialized in each of their subjects, but also with more than 50 expert professionals from the health sector, pharmaceutical companies, insurance companies, public and private hospitals. , health communication and advertising agencies, professional associations and guilds, public institutions, among others, giving this Master an eminently practical, experiential and educational vocation. networking.

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

  • Roche Pharma Spain
  • Telecinco
  • Llorente and Cuenca
  • San Carlos Clinical Hospital
  • Princess University Hospital
  • University Hospital Gregorio Marañón
  • Human Foundation
  • Canadian UniversityDubai
  • ASISA Group
  • Pharmaindustry
  • Medicine Institute
  • Spanish Private Health Alliance
  • vithas
  • Spanish Association of Health Communication and Advertising Agencies (AEAPS)
  • Doctor Moss
  • Communication and Point
  • Grow Communication
  • Havas Health & You
  • MK Average
  • popin_
  • VMLY&Rx
  • Communities Communication and Strategy
  • Cicero Communication
  • Spanish Association Against Cancer (AECC)
  • Bubblegum
  • Karyotype Lobby & Communication
  • et al. pharmacy
  • Bial Laboratories
  • Jacobacci & Abril Lawyers


The Master's Degree in Applied Strategic Communication Management for professionals in the Health Sector has the general objective of training future and current professionals in the health sector, both in the Spanish and Latin American markets, so that they acquire the necessary strategic communication skills and abilities. and be able to apply them effectively in the daily performance of their profession when required. To achieve this, the specific objectives of this Master are the following:

  • Teach the student the different channels used in interpersonal communication so that they effectively develop their full potential, especially in public interventions.
  • Show the structure with which a public intervention should be built and know the presentation techniques to choose the most appropriate options in each context.
  • Know the peculiarities of health disclosure in scientific environments, as well as the promotion of health products carried out directly with the doctor.
  • Sensitize communication with the patient and interaction during the clinical interview, as well as humanization in cases of complex diseases and critical situations.
  • Train health personnel in their relationship with journalists and interventions with the media.
  • Teach the basic principles and processes of strategic communication, as well as train students in the development of a communication plan for their company or organization.
  • Differentiate the characteristics of health information in both general and specialized media, as well as graphics and audiovisual media.
  • Show the possibilities of communicating through social networks, as well as detect hoaxes, intrusion and misinformation on the network.
  • Manage the messages generated by the citizen as a patient that can cause harm to both a professional and an organization and even pose a danger to public health.
  • Know the legal and ethical limitations subject to the use of certain third-party content and data in the process of communication and promotion of a health professional or entity.
  • 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.


The Master is developed in four modules. The first of them focused on oral communication -personal and collective-, the training of health spokespersons, communication with the patient and humanization. Given the characteristics of these topics, the subjects of Effective Oral Communication and its tools, as well as that of media training and spokesperson training take place in person at the Vicálvaro campus (Madrid), on Fridays from 17.00:22.00 p.m. to 10.00:14.00 p.m. and Saturdays from XNUMX:XNUMX a.m. to XNUMX:XNUMX p.m.

The second module, taught entirely remotely, will delve into communication strategies in various media and platforms, emphasizing regulatory aspects, as well as the execution and auditing of communication and health marketing plans.

The third module deals with the applied management of communication and advertising in the health sector, with an eminently practical vocation. In this module, the subject of reputational risk management and crisis management in the health field is also in person (Madrid-Vicálvaro campus, Fridays from 17.00:22.00 p.m. to 10.00:14.00 p.m., and Saturdays from XNUMX:XNUMX a.m. to XNUMX:XNUMX p.m.).

Finally, the fourth module is focused on the writing of the Master's Thesis, which consists of the preparation of a scientific investigation or a practical-professional project carried out by the student under the tutelage of a Master's teacher and publicly defended before an evaluation commission.


subjects / subjects



Module A - Oral communication techniques and tools for health personnel

A1 - Effective oral communication and its tools (On-site).



A2 - Message structure and presentation techniques.



A3 - Dissemination of health in the scientific field and direct promotion of the pharmaceutical sector.



A4 - Communication with the patient and humanization (On-site).



A5 - media training and training of spokespersons (face-to-face).



Module B – The Communication Process in the health sector

B1 - The health communication process and plan.



B2 - Specialized information vs. Generalist: characteristics of the message in the press, radio and television.



B3 - Communication of the health sector in digital media.



B4 - Communication on social networks: when the citizen is the informant.



B5 - Regulation and ethics of communication in the health field.



Module C - Strategic communication applied to the health sector

C1 - Institutional communication: image, identity and corporate communication.



C2 - Organizational communication and management of the well-being of the internal public.



C3 - Communication of social projection towards external audiences.



C4 - Management of reputational risks: treatment of health crises (On-site).



C5 - Advertising communication in the private and institutional sphere.



Module D - Research applied to communication in the health sector

D1 - Research techniques and project writing



D2 – Master's Thesis (On-site Defense)




Module A: Expert Title: Oral communication techniques and tools for health personnel (15 ECTS)

Own Master's Degree in Strategic Management of Applied Communication for professionals in the Health Sector

Module B: Expert Title: Strategic communication planning in the health field for health professionals (15 ECTC)

Module C: Expert Title: Strategic communication applied to the health sector for health professionals (15 ETCS)

Module D: Research applied to communication in the health sector

•Research techniques and project writing (5 ECTS)

•Master's Thesis (10 ECTS)


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%

Number of places offered: 75

Number of reserved places: 15. When the number of applications that meet the access requirements exceeds the number of places available, a place is reserved for vulnerable groups (disability, victims of terrorism and gender violence, article 50 of the regulation) with the same selection criteria. In the event that said quota is not covered, it will pass to the general quota.

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

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

  • Angel Gil de Miguel
  • Clara Molina
  • Luis Miguel Romero Rodriguez
  • Antonio Baladron Pazos
  • Mario Rajas Fernandez
  • Belen Puebla Martinez
  • Luis Pablo Francescutti
  • Maria Rosa Tapia Sanchez
  • Maria Elena Pileno Martinez
  • Lilian Velasco Furlong
  • Elena Cuevas Molano
  • Barbara Mercedes Castillo Abdul
  • Martha by Miguel Zamora
  • Jessica Milagro Zorogastua Camacho
  • Amaya Noain Sanchez
  • Martha Guerrero Alvarado
  • Sara Nieto

External professors and collaborators:

  • Aitor Ugarte Iturrizaba. Founding member Comunideas Communication and Strategy
  • Beatriz Lozano Munoz. Head of Public Affairs & CSR Roche Farma Spain
  • Coral Larrosa de Lope. Telecinco News Editor
  • Emilio de Benito Canizares. Adviser Ssenior in Llorente and Cuenca
  • Ignacio Temiño Ashtrays. Associate Collaborating Professor Universidad Pontificia de Comillas. Jacobacci & April Lawyers.
  • Carlos Elijah Perez. Professor of Journalism UC3M
  • Daniel Catalan Matamoros. Full Professor at UC3M University
  • Juan Carlos Garcia Morante. Head of the Communication Service of the San Carlos Clinical Hospital
  • Julio Zarco Rodriguez. Deputy Managing Director of the San Carlos Clinical Hospital and Former General Director of the Rey Juan Carlos University Clinic
  • Pablo Medina Aguerrebere. Adjunct Professor at Canadian University Dubai
  • Pavel Sidrenko Bautista. Professor at the International University of La Rioja and Francisco de Vitoria University
  • Santiago Weaver Calvo. Temporary Associate Professor Autonomous University of Barcelona
  • Amelia Aguilar Villasenor. Director of Communication of the ASISA Group
  • Jose Zamarriego Izquierdo. Director of the Department of the Code of Practice Surveillance Unit of
  • John of the Fountain CEO Biopress Healthcare. Medicine Institute
  • Fernando Gordon. Managing Partner Cicero Communication
  • Laura Vicente Vallejo. Head of Communication Hospital San Rafael
  • Luis Mendicuti. General Secretary of the Spanish Private Health Alliance
  • 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
  • Jorge Gomez Zamora. Coordinator of the Humanization and CSR Unit and Coordinator of the Innovation Support Unit of Hospital de La Princesa
  • Christina Borrego. Account Supervisor at Doctora Moss, specialized health agency
  • Juan Prieto. Scientific Director at Doctora Moss, specialized health agency
  • Francisco J. Garcia Pascual. Managing partner of Communication and Point, Communication and PR Agency, Training and Digital Marketing.
  • Alejandro Sanchez Brunete. Head of Strategy & Innovation at Grow Communication
  • Bethlehem Santiago. Creative consultant at Grow Communication
  • Francis Magallon. Chief Digital Officer at Grow Communication
  • 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
  • Vanessa Rodriguez. Creative Director & Copywriter Healthcare at Grow Comunicación
  • Alfonso Formariz. CEO Spain Havas Health & You
  • Ana Sol Pérez Cuenca. Senior Copywriter, Havas Health & You
  • Diana Kvaternik. Managing Director, Havas Health & You
  • Laura Munoz. Account Director, Havas Life
  • Paul Mendez. Account Director, MK Media
  • Christina Tello. CEO, MK Media
  • Santiago Strong. Health Account Supervisor, MK Media
  • Anna Aguilar. Medical Advisor MK Media
  • Iker Garcia. Director of Client Services and Strategic Marketing, MK Media
  • Martha Benitez. Coordinator of Digital Projects, MK Media
  • Sarah Rodriguez. Content and Social Media Manager, popin_
  • Cesar Perez. Creative Supervisor, VMLY&Rx
  • Eduardo Dominguez. Senior Innovation Creative Copy Supervisor, VMLY&Rx
  • Elvira Arzubialde. CEO in Spain of VMLY&R HEALTH (WPP HEALTH) and President of the AEAPS
  • Elizabeth Berzal. Technical psychological care program Spanish Association Against Cancer (AECC)
  • George Fernandez. CEO of Karyotype Lobby & Communication
  • Ignatius Sources. Head of Market Research at Laboratorios Bial

Duration and development

Modality: blended

Number of credits: 60

Contact hours: 150

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 face-to-face 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 4:XNUMX p.m., and Saturday, from XNUMX:XNUMX a.m. to XNUMX:XNUMX p.m. (only XNUMX subjects).

Reservation of place and enrollment


Title price: 7.500€

Possibility of scholarship (if applicable): No

Pre-registration: €500. This amount is included in the total cost of the course and will be refunded if your academic application is not accepted. If, once the student's application is accepted, he/she does not formalize the registration, the amount deposited as pre-registration will not be returned.

Number of places offered: 75

Number of reserved places: 15. When the number of applications that meet the access requirements exceeds the number of places available, a place is reserved for vulnerable groups (disability, victims of terrorism and gender violence, article 50 of the regulation) with the same selection criteria. In the event that said quota is not covered, it will pass to the general quota.

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.