Article2012

Hospital advertising: A literature review

Sibabrata Nanda · Achyut Telang · Gaurav Bhatt

12 citations0/0 files storedInternational Journal of Healthcare Management

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Marketing and Advertising Strategies Health Services Management and Policy Healthcare, Law, Governance, and Management Studies

Abstract

With a highly competitive market for the healthcare service which is characterized by decreasing number of beds and danger of closure, hospitals are increasingly implementing the advertising and marketing plans for survival. Advertising seems to be an integral part of the dynamic growth of hospital marketing. Hospitals can get benefit or lose by how the advertising function is implemented and managed. This paper is a collective review of some of the previous research studies in this aspect putting forward the concepts.

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References

1973Free Competition and the Optimal Amount of Fraud 1988Meta-Analyses of Attitudes toward Advertising by Professionals 1982Hospital shopping and consumer choice.2000A model of physician behaviour with demand inducement 1979Health Care Advertising: Consumer vs. Physician Attitudes 1998The Optimal Design of Hospital Advertising by Means of Conjoint Measurement 1990Hospital advertising: does it influence consumers?2002Understanding the Role Consumer Involvement Plays in the Effectiveness of Hospital Advertising

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