Advertising down, but marketing spending climbs; survey says focus is on targeting, not overviews.
Hard economic times forced hospitals nationwide to cut their advertising budgets in 1991. But marketing expenditures hit an all-time high, as hospitals shifted the emphasis to high-technology marketing efforts that employ computer data bases and market research to seek and find potential business.
Burns
J
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D000329:Advertising / Q000639:trends; D002017:Budgets / Q000639:trends; D003625:Data Collection; D005377:Financial Management, Hospital / Q000706:statistics & numerical data*; D008389:Marketing of Health Services / Q000639:trends*; D014481:United States