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Krankenhausmarketing: Das Internet als Kommunikationsinstrument für Krankenhäuser

Krankenhausmarketing: Das Internet als Kommunikationsinstrument für Krankenhäuser

          
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About the Book

Als Folge von gesetzlichen Neuregelungen sehen sich die Krankenhäuser zunehmend mit den Bedingungen der freien Marktwirtschaft konfrontiert. Es kommt zu einer Verweildauerverkürzung bei wachsenden Patientenzahlen und somit zu einer erforderlichen Anpassung von Organisationsprozessen. Diese Veränderungen beeinflussen auch die Marketing-Strategie eines Krankenhauses, da es zunehmend wichtiger wird, die richtigen Zielgruppen anzusprechen und diese über ein entsprechend abgestimmtes Angebot an das Unternehmen Krankenhaus zu binden. Auch unter dem Aspekt eines drohenden Fachkräftemangels wird eine positive Darstellung des Unternehmens über das Internet immer wichtiger, damit potentielle Mitarbeiter auf das Krankenhaus aufmerksam gemacht und akquiriert werden können. Somit zählt das Internet mittlerweile zu einer der wichtigsten Plattformen um das Leistungsangebot, den Service und herausragende Erfolge des Unternehmens zu kommunizieren. In der Praxis scheint das Medium Internet von Krankenhäusern jedoch vorrangig zur Darstellung der medizinischen Fachabteilungen zu dienen, ohne dass hierbei eine bestimmte Zielgruppe angesprochen wird. Diese Studie analysiert 110 Internet-Auftritte bayerischer Krankenhäuser anhand des Kommunikationsmodells von Lasswell. Das Ergebnis zeigt große Unterschiede in Gestaltungsweise, Aktualität und Inhalt. Das Informationsangebot der Krankenhäuser im Internet scheint aber nicht nur deren Marketing-Verständnis widerzuspiegeln, sondern zeigt auch, dass diese Angebote als Indikator dafür gesehen werden können, welche Patienten von den jeweiligen Institutionen als bevorzugte Kundengruppen angesehen werden.
About the Author: Katharina Kemmether, Dipl.-Pflegewirt FH, wurde 1971 in Augsburg geboren. Nach der Ausbildung zur Gesundheits- u. Krankenschwester folgte eine Weiterbildung zur Fachkrankenschwester Intensiv und Anästhesie sowie eine langjährige Tätigkeit auf einer operativen Intensivstation. Im Jahr 2008 schloss die Autorin den berufsbegleitenden Studiengang Pflegemanagement an der Fernhochschule Hamburg ab. Derzeit absolviert die Autorin den Masterstudiengang MSc. Advanced Nursing Practice an der Ernst-Abbe-Fachhochschule Jena. Ein Hauptinteresse der Autorin ist die Weiterentwicklung der Professionalisierung in der direkten Pflege und eine Verbesserung des Theorie-Praxis-Transfers im Rahmen von Evidence-Based Nursing.


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Product Details
  • ISBN-13: 9783863412869
  • Publisher: Bachelor + Master Publishing
  • Publisher Imprint: Bachelor + Master Publishing
  • Height: 210 mm
  • No of Pages: 72
  • Series Title: German
  • Sub Title: Das Internet als Kommunikationsinstrument für Krankenhäuser
  • Width: 148 mm
  • ISBN-10: 3863412869
  • Publisher Date: 06 Aug 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 100 gr


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