The present master's thesis deals with the satisfaction of referring physicians who send their patients to the neurosurgical department at the Kepler Universitätsklinikum in Linz. Initially, a comprehensive literature review explores referral marketing in the healthcare sector from both strategic and operational perspective. Based on this, a quantitative survey was conducted to determine the satisfaction and expectations of the referring physicians regarding the treatment services as well as the information and communication services. The survey revealed that 48,3% of the 118 participating referring physicians have rather poor knowledge of the current treatment services of the neurosurgical department. Conversely, 51,3% of the respondents are somewhat satisfied with the department’s information and communication services. Regarding future information dissemination, the referring physicians prefer communication channels such as referrer brochures, e-mail, information letters, information events, newsletter, and the website. In addition to the survey, an ABC analysis was conducted at a strategic level to assess the positioning of the department. At an operational level, the existing communication tools were examined through a document analysis. The collected data was compared with theoretical foundations, and recommendations were derived. It is recommended to tailor the communication concept specifically to the needs of the so called “C-referrers”, as they represent the largest group. The focus of the communication concept should be on the interests and preferred communication channels expressed by the referrers in the survey. The document analysis suggests optimizing digital offerings, particularly through a wellstructured website navigation in the "referring physicians" section. Additionally, the complaint management system should be optimized in the navigation structure to improve service quality for the C-referrers. Furthermore, the introduction of a digital referrer portal is proposed, considering current data protection regulations in Austria, as 69,2% of the respondents indicated a high level of willingness to use it. Finally, it is recommended to implement a referral marketing across the hospital and integrate the specialist departments. The introduction of a referrer manager should also be considered.
Date of Award | Aug 2024 |
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Original language | German (Austria) |
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Supervisor | Sebastian Martin (Supervisor) |
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Analyse der Zuweiser:innenzufriedenheit am Beispiel der neurochirurgischen Ambulanz im neuromedizinischen Ambulanzzentrum des Kepler Universitätsklinikums Linz
Dujlo, L. (Author). Aug 2024
Student thesis: Master's Thesis