Abstract
The analysis is based on an empirical study of a hospital’s communication strategy entitled: 'The Perspective of the Patient'. The paper asks how the strategy organizes communication work as situated displacements of the patient. Based on methodological elements from situational analysis (Clarke 2005) the analysis examines how the hospital’s patient communication is not just
about disease treatment, but rather about information treatment of the patient in order to attain a high level of patient satisfaction. The goal of patient satisfaction addresses care-oriented understandings of the patient as an affective care recipient, as a citizen with rights and as an individual need-oriented user on the one hand. On the other hand, the goal of patient satisfaction also deploys market perceptions of patients as homogeneous target
groups to which information can be standardised. In the latter (market orientation), the patient is also a resource for organizational development and a customer with consumer behavior. Overall, the strategy presents an information-pursuing patient figure making it possible to streamline the organization's
care orientation on market conditions. In contrast to Annemarie Mol’s dichotomy of care and market as mutually exclusive (Mol 2008), care and market appear to be intertwined in political patient figures through which the organization is trying to manage and transform itself from the inside
about disease treatment, but rather about information treatment of the patient in order to attain a high level of patient satisfaction. The goal of patient satisfaction addresses care-oriented understandings of the patient as an affective care recipient, as a citizen with rights and as an individual need-oriented user on the one hand. On the other hand, the goal of patient satisfaction also deploys market perceptions of patients as homogeneous target
groups to which information can be standardised. In the latter (market orientation), the patient is also a resource for organizational development and a customer with consumer behavior. Overall, the strategy presents an information-pursuing patient figure making it possible to streamline the organization's
care orientation on market conditions. In contrast to Annemarie Mol’s dichotomy of care and market as mutually exclusive (Mol 2008), care and market appear to be intertwined in political patient figures through which the organization is trying to manage and transform itself from the inside
| Original language | English |
|---|---|
| Publication date | 2012 |
| Publication status | Published - 2012 |
| Event | The 4S/EASST Joint Conference 2012: Design and displacement: Social Studies of Science and Technology - Copenhagen Business School, Frederiksberg, Denmark Duration: 17 Oct 2012 → 20 Oct 2012 Conference number: 2012 https://sf.cbs.dk/4s_easst/final_conference_program_ready |
Conference
| Conference | The 4S/EASST Joint Conference 2012 |
|---|---|
| Number | 2012 |
| Location | Copenhagen Business School |
| Country/Territory | Denmark |
| City | Frederiksberg |
| Period | 17/10/2012 → 20/10/2012 |
| Internet address |