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Related Experiment Videos

How consumers view hospital advertising.

S S Andaleeb1

  • 1Behrend College, Pennsylvania State University, Erie 16563.

Journal of Hospital Marketing
|December 9, 1993
PubMed
Summary

Consumer attitudes toward hospital advertising are not favorable, unlike other professions. Recall of hospital ads was consistent, primarily from TV and newspapers, with demographic differences noted.

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Area of Science:

  • Healthcare Marketing
  • Consumer Behavior
  • Health Services Management

Background:

  • Growing trend of marketing in professional services.
  • Limited research on consumer perceptions of hospital advertising.
  • Need to understand public reception of healthcare marketing efforts.

Purpose of the Study:

  • To investigate consumer attitudes towards hospital advertising.
  • To identify demographic factors influencing these attitudes.
  • To assess recall rates of hospital advertisements.

Main Methods:

  • Survey-based research examining consumer perceptions.
  • Analysis of demographic variables (gender, age, education, income).
  • Assessment of advertisement recall across different media.

Main Results:

  • Consumer attitudes toward hospital advertising were not favorable.
  • Attitudes varied significantly by gender, age, and education level.
  • No significant relationship was found between income and attitudes.
  • High recall rates for hospital advertisements, particularly those on TV and in newspapers.

Conclusions:

  • Hospitals face a less receptive audience for advertising compared to other sectors.
  • Targeted marketing strategies may be needed, considering demographic variations.
  • Television and newspapers remain key channels for hospital ad recall.

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