Hospital advertising in California, 1991-1997.
This paper examines the advertising behavior of California hospitals from 1991 to 1997. Using highly detailed hospital-level information, we found that hospital advertising in California increased dramatically: annual spending on advertising grew (inflation adjusted) more than sixfold over the period. In addition, advertising expenditures varied significantly across hospitals. We found that hospital advertising increased with market concentration; with the number of nearby potential patients; with the percentage of nearby patients insured through Medicare, health maintenance organizations (HMOs), and indemnity insurance; and with chain affiliation. For-profit hospitals were not found to advertise more than their not-for-profit counterparts.
Town
Robert J
RJ
Division of Health Services Research and Policy, School of Public Health, University of Minnesota, Minneapolis 55455, USA.
Currim
Imran
I
D000329:Advertising / Q000191:economics / Q000706:statistics & numerical data* / Q000639:trends; D002140:California; D002201:Capital Expenditures / Q000706:statistics & numerical data*; D002391:Catchment Area, Health; D019992:Databases as Topic; D006279:Health Maintenance Organizations; D006302:Health Services Research; D006739:Hospital Administration / Q000191:economics* / Q000639:trends*; D006777:Hospitals, Proprietary / Q000706:statistics & numerical data; D006788:Hospitals, Voluntary / Q000706:statistics & numerical data; D006801:Humans; D007348:Insurance, Health; D008389:Marketing of Health Services / Q000191:economics / Q000706:statistics & numerical data* / Q000639:trends; D006278:Medicare; D015233:Models, Statistical; D009096:Multi-Institutional Systems / Q000706:statistics & numerical data; D009935:Organizational Affiliation