Advanced

En röst från Danderyds sjukhus: Hur en offentlig organisation använder podcastmediet i sin varumärkeskommunikation

Danielsson, Oskar LU and Jönsson, Emma (2017) SKDK02 20171
Department of Strategic Communication
Abstract
In this bachelor’s thesis, the branding communication in Danderyd hospital’s podcast Akutsjukhuset is examined, aiming to generate knowledge regarding how a public organisation can use the podcast medium in its branding operations. Thus, the study intends to fill the knowledge gap regarding how public organisations use the podcast medium in their branding communication.

An initial understanding of Akutsjukhuset was generated through a first listen of its total 13 episodes, each one consisting of employees from Danderyd hospital acting as lone show-hosts. Through an inductive approach, relevant theories about branding communication were chosen in order to contextualise and generate a deeper understanding of the empirical data.... (More)
In this bachelor’s thesis, the branding communication in Danderyd hospital’s podcast Akutsjukhuset is examined, aiming to generate knowledge regarding how a public organisation can use the podcast medium in its branding operations. Thus, the study intends to fill the knowledge gap regarding how public organisations use the podcast medium in their branding communication.

An initial understanding of Akutsjukhuset was generated through a first listen of its total 13 episodes, each one consisting of employees from Danderyd hospital acting as lone show-hosts. Through an inductive approach, relevant theories about branding communication were chosen in order to contextualise and generate a deeper understanding of the empirical data. Additionally, we were provided with Danderyd hospital’s policy document regarding external communication, and interviews with two of the hospital’s communication strategists were conducted in order to acquire background information about the podcast. By applying a qualitative content analysis with inspiration from hermeneutics and narrative analysis during our second listen and when analysing the policy document and the interviews, we could interpret and create further understanding regarding the contents of the podcast.

The results show that branding strategies such as storytelling, identity building, relationship building and brand ambassadorship are expressed in Akutsjukhuset. To a large degree, the contents consist of the hosts’ personal stories utilising the sound bearing properties of the podcast medium, for example through music and voice variation. These stories can be interpreted as an attempt to humanise the hospital’s brand, which contributes to the creation of the brand’s identity and its stakeholder’s ability to create a relation to the brand. The employer brand is conveyed through frequent positive remarks regarding the workplace and the colleagues, but also in ways that are generalisable for healthcare at large, which can be interpreted as a form of extended employer branding. The podcast also contains attempts of transparency which highlight critique and negative aspects regarding the hospital, which often are extenuated through being mentioned in relation to something positive. Throughout the podcast, a proactive approach towards critique against healthcare is also visible. (Less)
Abstract (Swedish)
I föreliggande kandidatuppsats undersöks varumärkeskommunikationen i Danderyds sjukhus podcast Akutsjukhuset med syfte att skapa förståelse för hur en offentlig organisation kan använda podcastmediet i sitt varumärkesarbete. Studien ämnar således fylla kunskapsgapet kring hur offentliga organisationer använder podcastmediet i sin varumärkeskommunikation.

En initial förståelse för Akutsjukhuset skapades genom en första genom-lyssning av dess samtliga 13 avsnitt, varje avsnitt bestående av medarbetare från Danderyds sjukhus som ensamma agerar programvärdar. Genom ett induktivt arbetssätt valdes relevanta teorier inom varumärkeskommunikation för att kontextualisera empirin och bidra till en djupare förståelse för den. Dessutom... (More)
I föreliggande kandidatuppsats undersöks varumärkeskommunikationen i Danderyds sjukhus podcast Akutsjukhuset med syfte att skapa förståelse för hur en offentlig organisation kan använda podcastmediet i sitt varumärkesarbete. Studien ämnar således fylla kunskapsgapet kring hur offentliga organisationer använder podcastmediet i sin varumärkeskommunikation.

En initial förståelse för Akutsjukhuset skapades genom en första genom-lyssning av dess samtliga 13 avsnitt, varje avsnitt bestående av medarbetare från Danderyds sjukhus som ensamma agerar programvärdar. Genom ett induktivt arbetssätt valdes relevanta teorier inom varumärkeskommunikation för att kontextualisera empirin och bidra till en djupare förståelse för den. Dessutom tillhandahölls Danderyds sjukhus policydokument för extern kommunikation, och intervjuer med två av sjukhusets kommunikationsstrateger genomfördes för att erhålla bakgrundsinformation kring podcasten. Genom användandet av en kvalitativ innehållsanalys med inspiration från hermeneutik och narrativ analys vid en andra genomlyssning och vid analysen av policydokumentet och intervjuerna kunde vi tolka och skapa vidare förståelse kring podcastens innehåll.

Resultaten visar att varumärkesstrategier såsom storytelling, identitets-skapande, relationsskapande och varumärkesambassadörskap uttrycks i Akutsjukhuset. Innehållet präglas till stor del av programvärdarnas personliga berättelser som utnyttjar podcastmediets ljudbärande egenskaper, till exempel genom musik och röstvariation. Dessa berättelser kan ses som ett försök att mänskliggöra sjukhusets varumärke, vilket bidrar till att skapa varumärkets identitet och förmågan för intressenter att skapa en relation till det. Arbetsgivarvarumärket förmedlas genom att arbetsplatsen och kollegorna omnämns positivt, men även på sätt som är generaliserbara för vården i stort, vilket kan tolkas som en form av förlängd arbetsgivarvarumärkning. Podcastens innehåll präglas också av försök till transparens som framhäver kritik och negativa aspekter gällande sjukhuset, vilka ofta förmildras genom att de framställs i samband med något positivt. Ett genomgående proaktivt förhållningssätt gente¬mot kritik mot vården gör sig också synligt i podcasten. (Less)
Please use this url to cite or link to this publication:
author
Danielsson, Oskar LU and Jönsson, Emma
supervisor
organization
alternative title
A voice from Danderyd hospital: How an organisation in the public sector uses the podcast medium in its brand communication
course
SKDK02 20171
year
type
M2 - Bachelor Degree
subject
keywords
branding, employer brand, public sector, podcast, New Public Management, storytelling, brand ambassadorship, identity building, relationship building, strategic communication
language
Swedish
id
8911179
date added to LUP
2017-06-07 13:57:49
date last changed
2017-06-07 13:57:49
@misc{8911179,
  abstract     = {In this bachelor’s thesis, the branding communication in Danderyd hospital’s podcast Akutsjukhuset is examined, aiming to generate knowledge regarding how a public organisation can use the podcast medium in its branding operations. Thus, the study intends to fill the knowledge gap regarding how public organisations use the podcast medium in their branding communication.

An initial understanding of Akutsjukhuset was generated through a first listen of its total 13 episodes, each one consisting of employees from Danderyd hospital acting as lone show-hosts. Through an inductive approach, relevant theories about branding communication were chosen in order to contextualise and generate a deeper understanding of the empirical data. Additionally, we were provided with Danderyd hospital’s policy document regarding external communication, and interviews with two of the hospital’s communication strategists were conducted in order to acquire background information about the podcast. By applying a qualitative content analysis with inspiration from hermeneutics and narrative analysis during our second listen and when analysing the policy document and the interviews, we could interpret and create further understanding regarding the contents of the podcast.

The results show that branding strategies such as storytelling, identity building, relationship building and brand ambassadorship are expressed in Akutsjukhuset. To a large degree, the contents consist of the hosts’ personal stories utilising the sound bearing properties of the podcast medium, for example through music and voice variation. These stories can be interpreted as an attempt to humanise the hospital’s brand, which contributes to the creation of the brand’s identity and its stakeholder’s ability to create a relation to the brand. The employer brand is conveyed through frequent positive remarks regarding the workplace and the colleagues, but also in ways that are generalisable for healthcare at large, which can be interpreted as a form of extended employer branding. The podcast also contains attempts of transparency which highlight critique and negative aspects regarding the hospital, which often are extenuated through being mentioned in relation to something positive. Throughout the podcast, a proactive approach towards critique against healthcare is also visible.},
  author       = {Danielsson, Oskar and Jönsson, Emma},
  keyword      = {branding,employer brand,public sector,podcast,New Public Management,storytelling,brand ambassadorship,identity building,relationship building,strategic communication},
  language     = {swe},
  note         = {Student Paper},
  title        = {En röst från Danderyds sjukhus: Hur en offentlig organisation använder podcastmediet i sin varumärkeskommunikation},
  year         = {2017},
}