In hospitals coast to coast
1986
Currently healthcare marketing represents one of the fastest growing sectors of the U.S. economy. Consumers have replaced physicians as target audiences for hospital advertising. Rigid cost controls, competition and changing usage patterns have contributed to the development of the new, more market-driven health care industry. Trends encouraging hospital competition and advertising are the wellness movement and the increasing number of "substance abuse" programs. Types of marketing strategies being used to market and promote services include network television advertisements, telemarketing and name recognition surveys, direct mail promotions, and aggressive public education outreach programs. Public relations responsibilities are falling increasingly to high-visibility hospital departments such as food and dietary services. Various marketing strategies used by selected health care institutions are described. Results of a hospital marketing survey that examined media used for advertising, reasons for advertising, and what marketers hope to achieve with advertising are presented.(aje)
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