Contents of hospital advertisements in the yellow pages.
Yellow pages advertisements of 252 hospitals in 13 geographically separated metropolitan areas are content analyzed. Nearly 2,000 content items are classified into 13 categories and approximately 60% of them deal with specific hospital services. Discrepancies between some of the hospitals' advertisement contents and previously identified hospital attributes favored by consumers are discovered. Recommendations regarding hospitals' use of this promotional media are made.
D000329:Advertising; D000704:Analysis of Variance; D006761:Hospitals; D008389:Marketing of Health Services; D010342:Patient Acceptance of Health Care; D014481:United States