An approach to improving hospital advertising.
Newspaper ads from hospitals in Ohio were rated for their effectiveness and explicit use of marketing principles. Analysis showed that the advertising could be improved by increasing the motivation for action, emphasizing how the organization's products and services are different from competitors and more thoroughly identifying the benefits the consumer would receive. Use of the two forms in the study can contribute to improved health care advertising.
Gombeski
W R
WR
Cleveland Clinic Foundation, OH 44195, USA.
Luck
C
C
Camden
C
C
Pimlott
C
C
Rucker
J B
JB
Wilker
M
M
D000329:Advertising / Q000592:standards* / Q000706:statistics & numerical data; D003258:Consumer Behavior; D006739:Hospital Administration / Q000706:statistics & numerical data*; D017052:Hospital Mortality; D006766:Hospitals, County / Q000706:statistics & numerical data; D006786:Hospitals, Urban / Q000706:statistics & numerical data; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods* / Q000706:statistics & numerical data; D009524:Newspapers as Topic; D009820:Ohio / Q000453:epidemiology; D015397:Program Evaluation