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Making hospital advertisements more readable and more effective.

M M Costello1, J A Bednarz

  • 1Moses Taylor Hospital, Scranton, PA.

Journal of Hospital Marketing
|December 9, 1993
PubMed
Summary

Effective hospital advertising relies on strong copywriting. Improving ad writing can enhance readership and achieve better marketing results for healthcare organizations.

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What is "effective" hospital advertising?

Journal of hospital marketing·1987

Area of Science:

  • Health Care Marketing
  • Health Communication

Background:

  • Hospitals and healthcare organizations utilize newspaper and magazine advertising for marketing.
  • Many organizations question the effectiveness of their advertising efforts due to unmet expectations.

Purpose of the Study:

  • To identify reasons for the ineffectiveness of some hospital advertisements.
  • To highlight the importance of copywriting principles in healthcare marketing.

Main Methods:

  • Analysis of common hospital advertising practices.
  • Evaluation of copywriting principles in relation to advertising effectiveness.

Main Results:

  • Many hospital advertisements fail to adhere to fundamental copywriting principles.
  • Well-crafted advertisements are likely to attract a larger audience.

Conclusions:

  • Improving copywriting in hospital advertisements can lead to increased readership.
  • Effective advertising, driven by good copywriting, is crucial for achieving healthcare marketing and communication objectives.

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