Meghan Hufstader Gabriel, Danielle Atkins, Xinliang Liu and Rebecca Tregerman
The purpose of this paper is to investigate the relationship between ownership type and population health initiatives adopted by hospitals using the 2015 American Hospital…
Abstract
Purpose
The purpose of this paper is to investigate the relationship between ownership type and population health initiatives adopted by hospitals using the 2015 American Hospital Association data.
Design/methodology/approach
Hospitals of various sizes, ownership structures and geographic locations are represented in the survey. The outcome variables of interest include measures of hospital population health activities.
Findings
Findings indicate that nonprofit hospitals are most likely to express commitment to population health and participate in population health activities, with for-profit hospitals being least likely. Implications for policy and practice are discussed.
Research limitations/implications
This study demonstrates that discrepancies in population health approaches exist across ownership status – particularly, nonprofit hospitals appear to be the most likely to be involved in population health efforts.
Practical implications
As we continue to push for population health management in the hospital setting, grappling with the definition and purpose of population health management will be essential.
Social implications
Overall, these results suggest that nonprofit hospitals are more likely to be implementing population health efforts than for-profit or government-owned hospitals.
Originality/value
Although there are several studies on population health in hospitals, this study is the first to investigate the relationship between ownership type and population health initiatives adopted by hospitals.
Details
Keywords
Tyler Milfeld and Daniel J. Flint
A growing number of consumers expect brands to take a stand on social issues. When Gillette launched its video with a social message in 2019, the popular press described it as…
Abstract
Purpose
A growing number of consumers expect brands to take a stand on social issues. When Gillette launched its video with a social message in 2019, the popular press described it as divisive and controversial. This study aims to examine themes behind the polarized consumer response, aiding brands in the development of social narrative videos.
Design/methodology/approach
The authors use an existential-phenomenological approach to investigate the meaning behind consumers’ reactions to the Gillette video. Empirical data collection consisted of 24 semi-structured, in-depth interviews. Data were analyzed using the hermeneutic method.
Findings
By viewing the Gillette video through the lens of a story, this research uncovers how marketing stories can lead to different interpretations. Specifically, the roots of polarization lie in perceived realism activation and character activation. Additionally, product placement may activate persuasive intent, interrupting immersion into the story.
Practical implications
Brand managers should consider the potential for alternative interpretations when using storytelling. By measuring a viewer’s narrative transportation, it is possible to identify different interpretations. From a tactical standpoint, brand managers should be cautious about using celebrity endorsers and prominent product placement in social narrative videos. These cues activate persuasive intent, leading to alternative interpretations.
Originality/value
While marketing research has tended to focus on storytelling’s positive outcomes, this research considers how stories can result in polarizing outcomes for brands. The concept of social narrative videos is introduced and a framework is presented that outlines facilitators and inhibitors for this type of brand communication.