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.