Hospital image repair strategies, organizational apology, and medical errors: an analysis of the CoxHealth brain over-radiation case.

Carmack HJ. Health Commun. 2019 Aug 9; [Epub ahead of print].

Large-scale system failures can damage an organization's credibility. This commentary analyzes how one organization responded after an incident that involved 76 patients who mistakenly received fatally high doses of radiation. The strategies discussed center on the importance of organizational communication to patients, navigating the blame response, and rapid efforts to prevent similar events.

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