This dissertation is about how a organization in the healthcare sector can use interactive media in customer communication, as a way to strengthen relations. The aim is to discuss how the consumers in Europe would love to get information and get in touch with the suppliers, research the likelihood of using Internet/e-mail and telemarketing and also to offer a suggestion for future communication with these media. We present and give an understanding of crucial concepts required for solving the research problem. It contains details about factors impacting the communication strategy and its design, and the new conditions set by the interactive media….
1.2 PROBLEM ANALYSIS
1.3 THE RESEARCH PROBLEM AND PURPOSE
2. ORGANISATIONAL BUYING BEHAVIOUR
2.1 FACTORS AFFECTING ORGANISATIONAL BUYING BEHAVIOUR
2.1.1 Environmental Factors
2.1.2 Organisational Factors
2.1.3 Interpersonal Factors
2.1.4 Individual factors
2.1.5 Communications of supplier
3. THE ROLE OF COMMUNICATION
3.1 THE TARGET
3.2 THE MEDIA
3.2.1 What is interactivity?
3.2.2 What is personalisation ?
3.3 THE MESSAGE
3.4 THE TIMING
3.5 THE THEORY AS A BASE FOR THE INVESTIGATION
4. MÖLNLYCKE HEALTH CARE
4.1 DEFINITION OF HOME CARE SEGMENT
4.2 BUSINESS STRUCTURE FOR THE HOME CARE SEGMENT
4.3 ACTORS IN THE HOME CARE SEGMENT
4.3.1 Reimbursement system
4.3.2 Prescribing Doctor
4.3.3 Opinion leaders
4.3.4 Nurses/care providers
4.3.5 Patient and their relatives
4.4 MHC MARKET COMMUNICATION
5. RESEARCH METHODOLOGY
5.1 TYPE OF INVESTIGATION
5.2 RESEARCH STRATEGY
5.2.1 Alternative research strategies
5.3 DATA COLLECTION
5.3.1 500 questionnaires
5.4 VALIDITY AND RELIABILITY
5.5 VARIOUS TYPES OF ERRORS
5.6 THE LINK BETWEEN THEORY AND OUR EMPIRICAL DATA
6. THE TARGET
7. THE MEDIA
7.1 ACCESS TO COMPUTERS HIGH IN ALL COUNTRIES
7.2 ACCESS TO INTERNET AND E-MAIL DIFFERS BETWEEN THE COUNTRIES36
7.2.1 Sweden and denmark have the highest access
7.2.2 Can the customers be contacted by Internet/e-mail?
7.3 WHAT FORMS OF CONTACTS ARE PREFERRED BY THE CUSTOMERS?
7.3.1 The indirect customers prefer visits and post
7.3.2 Direct customers want to be visited
7.3.3 Prferences seems to depend on country
7.4 HOW ARE THE CUSTOMERS CONTACTED TODAY?
7.4.1 Indirect customers are not receiving any e-mails
7.4.2 Neither does the direct customers
7.4.3 Less calls, more e-mails are preferred
7.5 OPINIONS ABOUT INTERNET AND E-MAIL
7.5.1 “In my dream I see a computer sitting here on my desk…”
7.5.2 Direct customers are not as intersted
7.5.3 Opinions seem to depend on personal preferences
7.6 OPINIONS ABOUT THE TELEPHONE AS A CONTACT MEDIA
7.6.1 Be careful with whom you call!
7.7 THE USE OF INTERNET, E-MAIL AND TELEMARKETING
7.7.1 Internet, e-mail and telemarketing usage among indirect customers
7.7.2 Internet, e-mail and telemarketing usage among direct customers
7.7.3 What affects the usage of these media?
8. THE MESSAGE
8.1 WHICH SOLUTIONS ARE THE INDIRECT CUSTOMERS INTERESTED IN?
8.1.1 What affect the the indirect customers’ preferences?
8.2 WHICH SOLUTIONS ARE THE DIRECT CUSTOMERS INTERESTED IN?
9.1 WHEN DO THE CUSTOMERS WANT TO COMMUNICATE
9.2 WHAT RESPONSE CAN BE CREATED WITH INTERACTIVE MEDIA?
9.2.1 Indirect customers don’t know the name of the producer
9.2.2 Direct customers are actively seeking information
10. ARE THE INVESTIGATED MEDIA POSSIBLE TO USE?
10.1 ACCESS TO INTERNET/E-MAIL AMONG INDIRECT CUSTOMERS
10.2 ACCESS TO INTERNET/E-MAIL AMONG DIRECT CUSTOMERS
10.3 USAGE OF INTERNET/E-MAIL AMONG INDIRECT CUSTOMERS
10.4 USAGE OF INTERNET/E-MAIL AMONG DIRECT CUSTOMERS
10.5 USAGE OF TELEMARKETING AMONG THE CUSTOMERS
10.6 BARRIERS FOR USING INTERACTIVE MEDIA
10.7 OTHER THINGS TO BE AWARE OF
11. FUTURE RESEARCH
11.1 THE DEVELOPMENT OF INTERNET AND TELEMARKETING IN EUROPE
11.3 THE TARGET
11.4 OTHER MARKETS
Source: Goteborg University
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