Hospital groups turning to advertorial campaigns to improve public image.
The hospital industry is taking an unusual approach to improving a public image tarnished by such issues as certificate-of-need battles and calls to justify not-for-profit tax-exempt status. The advertorial campaigns seek to express the hospital industry's views on health issues and to educate the public about hospitals' community contributions.
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D000329:Advertising; D003159:Community-Institutional Relations; D003254:Consumer Advocacy; D009096:Multi-Institutional Systems / Q000639:trends*; D011641:Public Relations; D013781:Texas; D014481:United States