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

Sammanfattning: 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.