Faculty 5: Award for the best bachelor thesis 2021

Existing literature pointed to positive effects of the targeted integration of entertainment as part of a corporate marketing strategy. However, it remained unexplored whether these findings could be adapted to the specific group of hospitals and clinics under consideration. Accordingly, this bachelor thesis examines the effects of the content category Entertainment in direct comparison to the content groupings Information and Emotional Touch on post satisfaction, satisfaction with the Facebook page, and with the hospital in general. During the research, intensive collaboration was conducted with the marketing department and the management of the Carl-Thiem-Klinikum in Cottbus.

The self-research confirms that the conversation carries positive influences on the contribution satisfaction, the satisfaction with the Facebook page as well as with the clinical center in general. Some critical determining and influencing factors were identified. Furthermore, the relevance of the existence of social media marketing at clinics as well as the promising possibilities of entertainment content, which should be considered sensitively, could be emphasized.

These findings were developed with the help of expert interviews, the statistical analysis of a survey, and the evaluation of the real activities and interactions of the Facebook page of the Carl-Thiem-Klinikum. The bachelor thesis sets out a comprehensive recommendation for action with regard to dealing with entertaining content for marketing departments of hospitals and clinics and offers a possible guideline for the design of social media content.