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Marketing im konfessionellen Krankenhaus. Widerspruch oder Segen?

Marketing im konfessionellen Krankenhaus. Widerspruch oder Segen?


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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich Gesundheit - Public Health, Note: 1,5, Steinbeis-Hochschule Berlin, Sprache: Deutsch, Abstract: Ziel der vorliegenden Studienarbeit ist es, zu prüfen, inwiefern das aus der Gewerbewirtschaft stammende Marketing, als mögliches Instrument, auf den Nonprofit-Gedanken einer freigemeinnützigen Klinik übertragen werden kann. Dazu wird das kirchliche Krankenhaus sowohl als Dienstleitungsunternehmen sowie als konfessionelle Institution dargestellt. Weiter werden die theoretischen Grundlagen des Krankenhausmarketings aufgezeigt. Mittels dieser Erkenntnisse wird die Forschungsfrage "Marketing im kirchlichen Krankenhaus - Widerspruch oder Segen?" diskutiert und beantwortet. Deutschland befindet sich im demografischen Wandel. Dem kontinuierlichen Absinken der Geburtenrate steht, vor allem wegen des medizin-technischen Fortschritts und der Verbesserung der Hygienebedingungen, eine zunehmend höhere Lebenserwartung der Bevölkerung gegenüber. Diese Veränderung führt zu einer steigenden Zahl chronisch erkrankter und multimorbider Patienten. Da deren Behandlung aufwändiger und kostenintensiver durchgeführt werden muss, erscheint der Krankenhaussektor in finanzieller Hinsicht vom demografischen Wandel besonders betroffen. Zusätzlich konkurriert der Gesundheitssektor um die immer knapper werdende Ressource der Fachkräfte. Der seit 2010 verpflichtende Nachweis eines Qualitätsmanagements (gemäß §137 Sozialgesetzbuch Fünftes Buch - SGB V), die pauschalierte Vergütung auf Preisbasis (Diagnosis Realated Groups - DRGs) sowie zunehmende gesundheitswirtschaftliche Einsparungen erhöhen den Kostendruck auf Seiten der Krankenhäuser. Diese Situation wird durch immer kürzere Krankenhausverweildauern, den Abbau von Betten sowie die zunehmende Privatisierung öffentlicher Träger verschärft. Somit stehen Krankenhäuser, heute mehr denn je, unter einem steigenden Wettbewerbsdruck. Der Anteil an Kliniken in finanzstarker, privater Trägerschaft hat sich i


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Product Details
  • ISBN-13: 9783668012561
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 44
  • Series Title: German
  • Sub Title: Inwiefern kann das Marketing aus der Gewerbewirtschaft auf den Nonprofit-Gedanken einer freigemeinnützigen Klinik übertragen werden?
  • Width: 148 mm
  • ISBN-10: 3668012563
  • Publisher Date: 14 Aug 2015
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Weight: 122 gr


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