Implementation of the Personal Health Environment in Friesland: Establishing an Effective Promotion Strategy based on Psychological Theories and Qualitative Research

Brandsma, Maryse (2021) Implementation of the Personal Health Environment in Friesland: Establishing an Effective Promotion Strategy based on Psychological Theories and Qualitative Research. Bachelor thesis, Global Responsibility & Leadership (GRL).

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Abstract

The demand for high-quality care in the Netherlands is too high for professional care to handle, resulting in great pressure on healthcare. This demand has partly resulted from a quickly aging population, which is specifically applicable to the province of Friesland. To tackle this challenge novel innovations described as eHealth technologies are needed. In this research one specific innovation, the Personal Health Environment is discussed. This research aims to assess which promotion strategy is needed for the application to function as effectively as possible while focusing on indicators from psychological theories as a foundation. In-depth interviews with future consumers divided into three age groups (18 - 30, 30 - 65, 65+) were conducted and resulted in a final recommendation on a promotion strategy. Results showed that the elderly (65+) were not interested in using eHealth technologies at all and could not be influenced into a different usage behavior. Furthermore, consumers stated effective promotion would need to come from a trustworthy source and should provide information about the Personal Health Environment. Lastly, mouth-to-mouth marketing was proven to be effective. Therefore the final recommendation was to establish an informative handout provided by a trustworthy source within healthcare focusing on the age group 18 to 65 years old.

Item Type:	Thesis (Bachelor)
Name supervisor:	Zutphen, T. van
Date Deposited:	16 Sep 2021 08:41
Last Modified:	16 Sep 2021 08:41
URI:	https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/74

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