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Related Experiment Videos

How consumers view hospital advertising.

H E Johns, H R Moser

    Journal of Hospital Marketing
    |December 11, 1987
    PubMed
    Summary
    This summary is machine-generated.

    Consumers have a positive view of hospital advertising and find most media appropriate for it. Most consumers have encountered hospital advertisements, particularly on television, radio, and in newspapers.

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    Area of Science:

    • Healthcare Marketing
    • Consumer Behavior
    • Health Communication

    Background:

    • Understanding consumer perceptions of healthcare advertising is crucial for effective health communication strategies.
    • Previous research has not fully explored consumer attitudes towards hospital advertising across various media channels.

    Purpose of the Study:

    • To assess consumer attitudes towards hospital advertising.
    • To identify preferred media channels for hospital advertisements.
    • To determine the extent to which consumers are exposed to hospital advertising and through which channels.

    Main Methods:

    • Survey research was employed to gather data on consumer perceptions.
    • The study involved questioning consumers about their attitudes, media preferences, and observed exposure to hospital advertisements.

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    Main Results:

    • Consumers generally hold favorable attitudes towards hospitals that advertise.
    • A majority of consumers perceive most media channels as appropriate for hospital advertising.
    • Most consumers reported seeing hospital advertisements, with television, radio, and newspapers being the most common media.

    Conclusions:

    • Hospital advertising is generally well-received by consumers.
    • Healthcare organizations can utilize a wide range of media to reach consumers effectively.
    • Television, radio, and newspapers remain key channels for hospital service promotion.