Media and message strategies: consumer input for hospital advertising.
In summary, the results of the study suggest that a potentially large segment of consumers views advertising as an appropriate way to communicate about hospital services and rates. These consumers are unique not by traditional measures of audience/patient sociodemographic characteristics, but rather by their values and outlook toward hospitals and health care providers. Effective hospital advertising should recognize this segment's perspective in the message that are part of overall advertising strategy.
D000329:Advertising; D002391:Catchment Area, Health; D003256:Community Participation; D008389:Marketing of Health Services / Q000379:methods*; D011639:Public Opinion; D013223:Statistics as Topic