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Home > Reference > Interdisciplinary studies > Communication studies > Zielgruppengerechte Gesundheitskommunikation: Akteure - Audience Segmentation - Anwendungsfelder
Zielgruppengerechte Gesundheitskommunikation: Akteure - Audience Segmentation - Anwendungsfelder

Zielgruppengerechte Gesundheitskommunikation: Akteure - Audience Segmentation - Anwendungsfelder


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About the Book

Das Gesundheitssystem setzt zunehmend auf aktive und kompetente Versicherte und Patienten. Verschiedene Zielgruppen sind jedoch unterschiedlich aktiv und kompetent. Aber alle brauchen eine für sie passende Kommunikation, die ihnen gerecht wird und dadurch effizient und effektiv ist. Gesundheitskommunikation wird häufig allein dem Social Marketing zugeordnet. Die Akteure im Gesundheitswesen verfolgen jedoch oft gleichzeitig gesundheitsorientierte und wirtschaftliche Ziele. Das führt zu Zielkonflikten sowie zu Verbindungen von Business und Social Marketing. Dieses Buch entwickelt einen konzeptionellen Rahmen für Gesundheitsmarketing sowie Gesundheitskommunikation und präsentiert empirische Ergebnisse zum Informations- und Medienverhalten von Versicherten und Patienten. Wissenschaftler und Verantwortliche aus Unternehmen und Organisationen stellen Konzeptionen und Beispiele von Gesundheitskommunikation vor und präsentieren Strategien und Maßnahmen für unterschiedliche Anwendungsfelder.

Table of Contents:
Grundlagen.- Akteure, Ziele und Stakeholder im Gesundheitswesen – Business Marketing, Social Marketing und Zielgruppensegmentierung.- Kommunikation im Gesundheitswesen – Problemfelder und Chancen.- Empirische Ergebnisse.- Motive und Kontext der Suche nach Gesundheits informationen – Theoretische Überlegungen und empirische Befunde anhand des telefonischen Gesundheitssurveys.- Marktsegmentierung und ihre Chancen für die zielgruppengerichtete Kommunikation.- Informations- und Medienverhalten von Versicherten und Patienten – Eine Segmentierung von Barmer Versicherten.- Akteure.- Zielgruppen-Marketing der AOK Berlin – Die Gesundheitskasse.- Zielgruppen für Pharmaunternehmen – Segmentierung als Methode der Komplexitätsreduktion.- Integrierte Versorgungsformen erfordern neue Kommunikationsstrukturen.- Für Bürger und Patienten – Die evidenzbasierten Gesundheitsinformationen des IQWiG.- Social Marketing und Kampagnen in der Prävention und Gesundheitsaufklärung.- Unterschiede im Informationsverhalten und in der Entscheidungsfindung von Patienten bei der Auswahl von Kliniken.- Der erweiterte Kundenbegriff in der Pflege – Konsequenzen für Qualität, Marketing und Kommunikation.- Anwendungsfelder.- Evidenzbasiertes Marketing für Pharmaunternehmen – Ein neues Paradigma.- Strukturierte Qualitätsberichte von Krankenhäusern – Zwischen Transparenz und Verständlichkeit.- Stärkung von Empowerment durch Gesundheitsbildung – Die Patientenuniversität an der Medizinischen Hochschule Hannover.- Aktuelle Altersbilder in der Werbung – Herausforderung für die Wirtschaftskommunikation.

About the Author :
Prof. Dr. Reinhold Roski lehrt Wirtschaftskommunikation an der Hochschule für Technik und Wirtschaft Berlin (HTW Berlin) und leitet das Executive MBA-Programm in Health Communication Management. Er ist Herausgeber der Fachzeitschrift „Monitor Versorgungsforschung“.


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Product Details
  • ISBN-13: 9783531159072
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Vs Verlag Fur Sozialwissenschaften
  • Height: 210 mm
  • No of Pages: 363
  • Returnable: Y
  • Width: 148 mm
  • ISBN-10: 3531159070
  • Publisher Date: 17 Feb 2009
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Sub Title: Akteure - Audience Segmentation - Anwendungsfelder


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Zielgruppengerechte Gesundheitskommunikation: Akteure - Audience Segmentation - Anwendungsfelder
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