The Public Handshake, the Pushed Gossip and the Healthcare Marketing

• Autorzy: Maurice Codorey
• Języki publikacji: EN

Abstrakty

EN

Healthcare Marketing for a hospital is challenged by the new tariff system SwissDRG. An ongoing trial in Switzerland shows the idea and effect of viral marketing. The development of a public handshake/pushed gossip strategy is based on the theories of nudge (shift public opinion), constructivistic didactic (provide learning environment) and municipal intelligence (educate community). To be questionized is the bonding from a public hospital to its neighbourhood. With two instruments - teddy clinic for plush pets and kids as a simulated hospital treatment - and Waidfokus+ a series of public presentations about non-medical issues - the deliberately element of disturbance - as the hospital has no children award and is known for its public presentations about medical issues only - is the object of a practical research. The findings provide a first piece of knowledge that "unlogical" activities attract neighbours never been to the hospital before as well as former patients. (original abstract)

Słowa kluczowe

EN

Health care; Hospital service; Enterprise management; Viral marketing

PL

Opieka zdrowotna; Szpitalnictwo; Zarządzanie przedsiębiorstwem; Marketing wirusowy

• Czasopismo: Economics & Sociology
• Rocznik: 2013
• Tom: 6
• Numer: nr 2
• Strony: 11--27

Twórcy

autor

Maurice Codorey

• Stadtspital Waid

Bibliografia

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Identyfikatory

DOI

10.14254/2071-789X.2013/6-2/2