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FrancoAngeli Journals

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N. 132 (2024)

Il crowdfunding in ambito sanitario: l’impatto della comunicazione sul successo delle campagne

DOI
https://doi.org/10.3280/mesa2024-132oa20678
Inviata
luglio 18, 2025
Pubblicato
2025-10-31

Abstract

Il crowdfunding si sta affermando sempre più in ambito sanitario come strumento per sostenere i pazienti e le famiglie nella raccolta fondi per cure mediche e per finanziare l’innovazione nel settore medico. La rilevanza del
fenomeno ha attirato l’interesse anche degli accademici, interessati principalmente a indagare i fattori in grado di
determinare il successo delle campagne di crowdfunding
in ambito sanitario.
Tuttavia, gli studi accademici si sono concentrati principalmente sulle campagne finalizzate ad agevolare l’accesso alle cure mediche, trascurando invece quelle relative all’innovazione sanitaria promosse dagli imprenditori del settore. Questo studio mira a colmare
questa importante lacuna della letteratura accademica indagando, attraverso la signaling theory, l’effetto delle caratteristiche della comunicazione sul successo delle campagne di crowdfunding in ambito sanitario. A tal fine, esso prevede un’analisi econometrica condotta su un campione di 544 campagne lanciate negli Stati Uniti sulla piattaforma Kickstarter tra il 2010 e il 2021. I risultati evidenziano che una maggiore presenza di video, aggiornamenti e commenti, una migliore leggibilità e un più forte orientamento alla comunità aumentano la probabilità di successo delle campagne di crowdfunding in ambito
sanitario, mentre una lunghezza eccessiva del testo ha un impatto negativo.
Questo studio estende la letteratura accademica e fornisce importanti implicazioni pratiche.

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