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Related Experiment Videos

Hospital advertising: does it influence consumers?

C M Fisher1, C J Anderson

  • 1Loyola University, New Orleans.

Journal of Health Care Marketing
|November 5, 1990
PubMed
Summary
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Consumers approve of hospital advertising and know hospital specialties. However, physician recommendations and location, not advertising, are the main drivers of hospital choice.

Area of Science:

  • Healthcare Marketing
  • Consumer Behavior in Healthcare
  • Hospital Choice Factors

Background:

  • Hospital advertising is generally favored by consumers but underrepresented in hospital choice research.
  • Understanding the impact of advertising on patient decisions is crucial for healthcare providers.

Purpose of the Study:

  • To evaluate the effectiveness of hospital advertising.
  • To determine the influence of hospital advertising on consumer hospital choice.

Main Methods:

  • A survey was conducted to assess consumer perceptions and decision-making processes.
  • Data collected focused on awareness of hospital advertising and factors influencing hospital selection.

Main Results:

  • A majority of respondents approved of hospital advertising and demonstrated knowledge of hospital services.

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  • Physician recommendation and geographical location were identified as primary influences on hospital choice.
  • Hospital advertising did not emerge as a significant factor in the decision-making process.

    • Conclusions:

    • Despite consumer approval, hospital advertising has a limited impact on patient choice compared to physician referrals and location.
    • Healthcare marketers should consider these primary factors when developing patient acquisition strategies.