Journal of Scientific Papers

ECONOMICS & SOCIOLOGY


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ISSN 2071-789X



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    Centre of Sociological Research

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    University of Szczecin (Poland)


    Mykolas Romeris University (Lithuania)

     

     
     
    Alexander Dubcek University of Trencín, Faculty of Social and Economic Relations (Slovak Republic)



     
    University of Entrepreneurship and Law, (Czech Republic)

     

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The Public Handshake, the Pushed Gossip and the Healthcare Marketing

Vol. 6, No 2, 2013

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

  

 

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.

 

Received: January, 2013

1st Revision: July, 2013

Accepted: September, 2013

 

 

 

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

 

 

JEL Classification: I, I1, I11

Keywords: healthcare marketing, nudge, constructivistic didactic, Teddy-Klinik, Stadtspital Waid.