A marketing perspective on digital health
4 Feb | In this guest lecture, Professor Florian von Wangenheim will give a marketing perspective on how to reach vulnerable populations and build long term relationships with self-services in a digital health context.
This guest lecture by Prof. Florian von Wangenheim, Principal Investigator of the Mobile Health Interventions module, will cover marketing basics and insights, which potentially relate to digital and mobile health. It departs from the notion that recent developments in both marketing and health care, have shifted research attention to how customers and patients create value through their own action, rather than being passive recipients of a treatment or medication.
As such, he will also deal with the issue of segmenting and targeting vulnerable populations, which in marketing and economics literature, has parallels in the discussion of adverse selection. Finally, Prof. Wangenheim will discuss marketing engagement literature and how it might relate to the central task of engaging patients.
About the speaker
Prof. Florian von Wangenheim is a professor of Technology Marketing in the Department of Management, Technology, and Economics at ETH Zürich. His doctoral degree is from the University of Mainz, Germany (2002).
Before joining ETHZ in 2013, he was a Professor of Service and Technology Marketing at the TUM Business School, Technische Universität München, a junior professor of services management at the University of Dortmund, Germany, and a visiting professor of marketing and services at the University of Passau, Germany.
Currently, Florian von Wangenheim serves as a panel chair for the European Research Council (Starting Grants), is the Jury President for the Swiss Technology Award by the Swiss Economic Forum, and is Head of Department of Management, Technology and Economics at ETH Zurich.
His research focuses on the consequences of service technologies that replace and complement human interaction in service delivery, such as Remote and Teleservices, Self-Services, Robots and Chatbots, and other interactive technology systems in contexts such as industrial, health and financial services. He is Associate Editor of the Journal of Service Research and serves on the editorial board of the Journal of Marketing and the Journal of Business Research.
For his work, he has received several best paper awards from the American Marketing Association, and various research awards. Most of his research projects are conducted with public and industry partners.