Whether you’re a large health care organization with national reach or a local medical center, it’s important to focus your advertising on a targeted demographic. Health care institutions that are more local, such as hospitals, are often best served by advertising in local magazines and blogs. You can reach these audiences through an agency such as Healthy Ads.
The design and content of your advertisement will affect the overall attractiveness of the message.
It can also influence the recollection effect of the name of the promoted brand. For example, a Cancer Treatment Centers of America advertisement will direct viewers to their company website to view data on the success of their cancer treatments. This information is not legally required, but a hospital can choose to provide it.
Hospital advertising used to be a low-key way to earn name recognition in the community, but today it’s necessary to differentiate yourself from other healthcare providers. In today’s competitive environment, hospitals struggle to maximize ROI and stay relevant. In addition, the healthcare system is changing rapidly, with the advent of the Accountable Care Act and the pervasive nature of media.
In fact, hospital advertisements can influence patient outcomes, according to research. However, some patients are more sensitive to them than others. For example, patients with more restrictive insurance plans are less likely to respond favorably to hospital advertisements, while those with higher incomes and a longer commute distance may be more responsive to them. Despite these benefits, banning hospital advertising could affect the quality of care and lead to higher readmission rates.
Hospital advertising is an important part of the health care industry
Hospital advertising is an important part of the health care industry, and it has had a profound impact on the market for hospital services. Before advertising, it was difficult for patients to compare hospitals because they were not informed about the differences between competing hospitals. As a result, advertising reduced the cost of acquiring information, both for consumers and hospitals.
According to the study authors from Emory University, hospital advertising has a positive impact on patient outcomes. Patients who see a hospital advertisement are more likely to go to that hospital. This finding is important because it could influence legislation surrounding hospital advertising. The study authors observed 220,000 hospital visits in Massachusetts between 2008 and 2010, comparing them according to hospital size, geographic location, and advertising dollars.
Hospitals that invest in public advertising tend to be in good financial health. In addition, their quality scores are almost identical, according to CMS composite quality ratings. The research also found that patient satisfaction levels did not differ among the advertising and non-advertising hospitals. Nevertheless, consumers have difficulty in validating the claims made in hospital advertisements. 병원광고