The Public Handshake, the Pushed Gossip and the Healthcare Marketing
Vol. 6, No 2, 2013
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Maurice Codorey Stadtspital Waid Directorate Support Tièchestrasse 99, 8037 Zürich/Switzerland E-mail: maurice.codourey@waid.zuerich.ch |
The public handshake, the pushed gossip and the healthcare marketing
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ABSTRACT. 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. |
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Received: January, 2013 1st Revision: July, 2013 Accepted: September, 2013
DOI:10.14254/2071-789X.2013/6-2/2
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JEL Classification: I, I1, I11 |
Keywords: healthcare marketing, nudge, constructivistic didactic, Teddy-Klinik, Stadtspital Waid. |
