1,720,979 research outputs found
L'ecosistema delle vocazioni attrattive di Milano
No full textDefinizione di un ecosistema delle vocazioni attrattive di una città per identificare gli integratori per la sua orchestrazione e le sfide per la sua gestione
Marketing e «progettazione esperienziale» dell’ospedale
No full textThis paper explores the role of marketing in creating valuable hospital brands by increasing patients’ satisfaction. A holistic experiential
marketing perspective is adopted by measuring the effects of three experiential dimensions on overall Satisfaction: Atmosphere & Comfort,
Empowerment & Dignity and Patient-Doctor Relationship. Perceived quality of Atmosphere & Comfort is meant to have a positive impact
on overall Satisfaction. In addition, the mediating role of perceived quality of Empowerment & Dignity and of perceived quality of Patient-
Doctor Relationship are hypothesized. Furthermore socio-demographic variables such as gender, age and educational level are tested as moderators. The research methodology is based on the use of standardized structured interviews with patients in private and public hospitals
across Italy. The sampling is simple and not stratified. 259 interviews were conducted to autonomous and collaborative patients selected by
hospitals’ staff. Results confirm that the perceived quality of Atmosphere & Comfort has a positive impact on overall Satisfaction. Furthermore,
perceived quality of Empowerment & Dignity and perceived quality of Patient-Doctor Relationship partially mediate this relationship. The moderator role of socio-demographic variables is only partially confirmed: educational level is the only relevant moderator in the relationship between perceived quality of Patient-Doctor Relationship and overall Satisfaction. The main strength of this study is measuring opportunities for hospital brand value improvement starting from patients’experiences. We provide evidence of the importance of optimizing Atmosphere & Comfort items as enablers of Empowerment & Dignity and Patient-Doctor Relationship, in order to offer a strong value proposition to patients
Technology innovation in healthcare and changing patient’s behaviors: new challenges for marketing
No full textThe authors aim to determine the role of an innovative healthcare marketing approach, emerging within the context of recent health technological developments and in the light of a new patient profile.
In the first section of the paper, academic literature allows reaching a full understanding of recent innovations in the healthcare industry and of the new expectations arising in today’s patients. On one side, health information technology (HIT) mainly focuses on enhancing life expectancy and on improving diagnostic and treatment options, both in an efficient and cost effective way. On the other, today’s patients are willing to accept HIT applications and switch to new and unconventional service delivery solutions in order to get a better care experience and a deeper involvement in the care process.
In the second section, results of an empirical research based on primary data provide evidence of patients’ emerging value drivers.
Our aim is to present a critical discussion on how a marketing-based approach could lead to better results, from both the patient’s and healthcare provider’s point of view. As a consequence, a major reengineering of healthcare services is required and must be driven by a new healthcare marketing approach
The advertising - "text and driving" behavior relationship: theory and evidence of a shock advertising experiment
No full texthttps://doi.org/10.5176/2251-2098_EMG15.1We investigate how shock advertising communication affects people’s driving behaviors. Texting while driving is a dangerous practice becoming increasingly common, especially among young people. The research compares a social shock advertising style versus a traditional communication style in preventing dangerous driving habits. We found that shock advertising had a significant impact on drivers’ intentions about whether or not to use portable communication devices (i.e. smartphones, tablets) while driving. This paper offers insights on how to design effective social communication strategies able to affect recipients’ behaviors.Abstract— Texting while driving is a dangerous practice becoming increasingly common, especially among young people.
This paper aims to understand the role of social marketing communication in affecting people’s driving behaviors. The presented research compares the effectiveness of different social communication styles (traditional or shock), formats (text images, images, community initiatives and videos) and media (TV, radio, leaflet, poster, web, social networks) in influencing the use of a smartphone while driving.
We found that shock advertising has a significant impact on drivers’ intentions about whether or not to use portable communication devices (i.e. smartphones, tablets) while driving. We also found that this impact especially counts for women. Both risk self-assessment and risk propensity improve after exposure to social advertisement. The strongest impact on recipients is achieved through shock advertising when broadcasted through online videos. Video advertising campaigns are also more likely to be shared than others on social networks, especially in the shock style advertisement. Finally, advertising through television and social media appear to have the highest impact on drivers’ behaviors.
This paper offers some insights on how to design effective social communication strategies in order to affect drivers’ behaviors
Come progettare esperienze indimenticabili per il paziente: marketing esperienziale
No full textDa una ricerca del CERMES (Centro di Ricerca su Marketing e Servizi) dell’Università Bocconi di Milano è stato possibile identificare i diversi elementi che devono essere tenuti in considerazione per elaborare una positiva strategia di crescita, riconducibili a 4 macro categorie: Ambiente e Design, Attenzione e Rispetto, Empowerment del Paziente, Tecnologi
Smart technology for a smarter patient: sketching the patient 2.0 profile
No full texthttps://doi.org/10.1007/978-3-319-23024-5_16Patients’ behaviors are changing over time as effect of the Health 2.0 phenomenon that entails the integration of information and communication technologies (ICTs) in healthcare. A new patient profile with growing expectations is emerging in today’s healthcare world. In this scenario patient satisfaction has to be pursued through disruptive marketing strategies: healthcare providers are required to establish closer relationships with patients by leveraging both physical, experiential and technological service elements. Both qualitative and quantitative analyses were performed on a random sample of 2808 people divided into three groups: 737 outpatients and 861 inpatients of Niguarda Ca’ Granda Hospital (Milan, Italy) and 1210 citizens reached through an online survey while browsing the hospital webpage between January and April 2014. Descriptive statistics and bivariate analysis were carried out. Beta coefficients were calculated to investigate the emerging patient satisfaction drivers. New healthcare guidelines were depicted in order to match patient 2.0 requirements.Patients’ behaviors are changing over time as effect of the Health 2.0 phenomenon that entails the integration of information and communication technologies (ICTs) in healthcare. A new patient profile with growing expectations is emerging in today’s healthcare world. In this scenario patient satisfaction has to be pursued through disruptive marketing strategies: healthcare providers are required to establish closer relationships with patients by leveraging both physical, experiential and technological service elements. Both qualitative and quantitative analysis were performed on a random sample of 2808 people divided into three groups: 737 outpatients and 861 inpatients of Niguarda Ca’ Granda Hospital (Milan, Italy) and 1210 citizens reached through an online survey while browsing the hospital webpage between January and April 2014. Descriptive statistics and bivariate analysis were carried out. Beta coefficients were calculated to investigate the emerging patient satisfaction drivers. New healthcare guidelines were depicted in order to match patient 2.0 requirements
The role of social marketing communications in influencing "Text and Driving" behaviors: theory and evidence from an international sample
No full texthttps://doi.org/10.5176/2010-4804_4.3.378Texting while driving is a dangerous practice becoming increasingly common, especially among young people. This paper aims to understand the role of social marketing communication in affecting people’s driving behaviors. The presented research compares the effectiveness of different social communication styles (traditional or shock), formats (text images, images, community initiatives and videos) and media (TV, radio, leaflet, poster, web, social networks) in influencing the use of a smartphone while driving. We found that shock advertising has a significant impact on drivers’ intentions about whether or not to use portable communication devices (i.e. smartphones, tablets) while driving. We also found that this impact especially counts for women. Both risk self-assessment and risk propensity improve after exposure to social advertisement. The strongest impact on recipients is achieved through shock advertising when broadcasted through online videos. Video advertising campaigns are also more likely to be shared than others on social networks, especially in the shock style advertisement. Finally, dvertising through television and social media appear to have the highest impact on drivers’behaviors. This paper offers some insights on how to design effective social communication strategies in order to affect drivers’ behaviors.Texting while driving is a dangerous practice becoming increasingly common, especially among young people. This paper aims to understand the role of social marketing communication in affecting people’s driving behaviors. The presented research compares the effectiveness of different social communication styles (traditional or shock), formats (text images, images, community initiatives and videos) and media (TV, radio, leaflet, poster, web, social networks) in influencing the use of a smartphone while driving. We found that shock advertising has a significant impact on drivers’ intentions about whether or not to use portable communication devices (i.e. smartphones, tablets) while driving. We also found that this impact especially counts for women. Both risk self-assessment and risk propensity improve after exposure to social advertisement. The strongest impact on recipients is achieved through shock advertising when broadcasted through online videos. Video advertising campaigns are also more likely to be shared than others on social networks, especially in the shock style advertisement. Finally, dvertising through television and social media appear to have the highest impact on drivers’behaviors. This paper offers some insights on how to design effective social communication strategies in order to affect drivers’ behaviors
Technology innovation, new patient's behaviors and new health service paradigms
No full textThe authors present a positioning paper on the new healthcare marketing perspectives arising from recent technological developments in the healthcare industry, new patients’ health behaviors and emerging health providers’ value propositions.
This paper reviews literature and real life cases of new health information technology (HIT) advances in order to investigate the new health service models and to describe how the emerging healthcare paradigm is shaping communication and collaboration between users and providers
I want you to like me, so I’ll wait to share the bad - The influence of self-presentation concerns on consumer ratings
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