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Related Experiment Videos

Evaluating health care advertising.

R S MacStravic1

  • 1Sisters of St. Joseph of Peace, Health and Hospital Services, Bellevue, Washington.

Health Care Management Review
|January 1, 1988
PubMed
Summary

Evaluating health care advertising involves a four-part process. This strategy helps managers target markets and assess the impact of advertising health services and products.

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Area of Science:

  • Health Care Management
  • Marketing Science

Background:

  • Effective health care advertising is crucial for market penetration.
  • Understanding advertising's impact is key for strategic planning.

Purpose of the Study:

  • To outline a structured approach for evaluating health care advertising.
  • To provide health care managers with a framework for market targeting and impact assessment.

Main Methods:

  • A four-part evaluation process is detailed.
  • The process focuses on market segmentation and outcome analysis.

Main Results:

  • The evaluation process enables precise market targeting.
  • It facilitates the determination of advertising effectiveness for services and products.

Conclusions:

  • A systematic evaluation of health care advertising is essential for managerial success.
  • This framework supports data-driven decisions in health care marketing.

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