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Persuasiveness as a Marketing Instrument in the Healthcare of South Korea: the Case of Bundang Hospital

Student: Savina Kira

Supervisor: Vera Vishnyakova

Faculty: Faculty of World Economy and International Affairs

Educational Programme: Asian Studies (Bachelor)

Final Grade: 9

Year of Graduation: 2020

This research aims at identifying the key persuasive strategies in healthcare marketing of the Republic of Korea in the context of the success case of Seoul National University Bundang Hospital (SNUBH). In this study, using the example of advertising, persuasiveness is revealed as a marketing tool in the healthcare of the Republic of Korea. SNUBH was chosen due to successful promotion on the international market, in particular, in 2022 it is planned to open a branch of the Bundang Hospital in the international medical cluster Skolkovo, Russia. Studying the advertising campaigns of this medical institution is of interest in the context of the use of special persuasive strategies in advertising materials aimed at the Russian audience. We have employed a descriptive, mixed-methods research design with content and discourse analysis of advertising materials of SNUBH between 2015 and 2019. As a result of the study, we came to the conclusion that there are several major persuasive strategies used in advertising as a method of promotion, a key marketing tool in healthcare. These strategies include evaluative informing, self-presentation of the addresser, which are often used together to form a positive image of the addresser, in the case of the Bundang Hospital, an image of innovative world-class medical institution that cares about its patients. Moreover, supplementary strategies are used, such as attraction of attention to the advertised object using the large text font and the optimal addressing strategy by forming the image of the recipients through the image of the addresser.

Full text (added May 14, 2020)

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