Strategic media planning: furthering the impact of health care advertising.
The changing marketplace and the competitive atmosphere makes advertising increasingly necessary for health care providers. Alternative delivery systems are already using the media to promote their products and hospitals will also need to market the services they provide. This article traces the history of health care advertising and outlines how to prepare an effective media plan.
D000329:Advertising / Q000379:methods*; D006279:Health Maintenance Organizations; D006761:Hospitals; D008402:Mass Media; D010934:Planning Techniques; D013690:Television; D014481:United States