Health Care Advertising Research Articles

Physicians' and Consumers' Conflicting Attitudes Toward Health Care Advertising

The purpose of this paper is to explore the conflicting attitudes held by physicians and health care consumers toward health care advertising in an attempt to resolve the question. The paper introduces the differing positions held by the two groups. The rationale behind physicians' attitudes is then presented that advertising can be unethical, misleading, deceptive, and lead to unnecessary price increases. They believe that word-of-mouth does and should play the major role in attracting new patients. The opposite view of consumers is then presented which contends that health care advertising leads to higher consumer awareness of services, better services, promotes competitive pricing, and lowers rather than raises health care costs. The final section of the paper compares the arguments presented and concludes that health care advertising clearly has a place in the health care industry.

An approach to improving hospital advertising.

Newspaper ads from hospitals in Ohio were rated for their effectiveness and explicit use of marketing principles. Analysis showed that the advertising could be improved by increasing the motivation for action, emphasizing how the organization's products and services are different from competitors and more thoroughly identifying the benefits the consumer would receive. Use of the two forms in the study can contribute to improved health care advertising.

The role of doctors in influencing infant feeding practices in South India.

Infant feeding practices are influenced by many factors including culture, household income, literacy, advice from health care workers and advertising. In South India doctors play a very significant role in influencing a mother's decision about when or whether to supplement breastfeeding with formula feeds. Doctors exert their influence on mothers both directly and indirectly, and they are increasingly targeted by commercial infant food companies. Doctors need continuing education about nutrition education, lactation management, and a greater awareness about the influence of inappropriate promotional practices by companies.

The use and image of mature adults in health care advertising (1954-1989).

Health care professionals who treat older (over 65) patients are influenced by the journals they read. Advertising directed at health care professionals during the period 1954 to 1989 was subjected to a content analysis. Advertising in health care journals was expected to reflect the demographic changes in American society with increasing numbers of older models and to present positive images of older people. Contrary to content analyses of magazine cartoons (Smith 1979) and general readership magazines (Bramlett-Solomon and Wilson 1989; Gantz, Gartenberg, and Rainbow 1980; Ursic, Ursic, and Ursic 1986), this study did find a significant use of older people in health care advertising and positive role portrayal.

Consumers' Cognitive and Behavioral Responses to a Health Care Advertising Campaign

Consumers' Cognitive and Behavioral Responses to a Health Care Advertising Campaign

Consumers' Cognitive and Behavioral Responses to a Health Care Advertising Campaign

This study evaluated a 30-day, direct-to-consumer, multimedia advertising campaign focusing on generic prescription medications. Consumer recall, awareness (media and messages), attitudes, and changes in behavior after the advertising campaign were investigated. The results provide insight into the effect that educationally oriented health care advertising may have on consumer behavior.

Student Healthcare Needs, Attitudes, and Behavior: Marketing Implications for College Health Centers

This article presents the findings of a 1987 cross-institutional study of the healthcare needs, attitudes, and behavior of college students, based on a comprehensive survey of 1,050 students at three different institutions. The paper focuses on student health concerns, use of facilities, and healthcare knowledge and outlook. For each of these topics, the authors present their findings and discuss the marketing implications of these findings for college health centers. In order to increase utilization rates, match services with student needs, and make maximum use of resources, the authors suggest that college health centers may need to develop and promote programs and services that better address student healthcare concerns; investigate media alternatives and effectiveness; develop aggressive promotion messages; consider joint interinstitutional development of healthcare advertising; and train and develop staff through internal marketing seminars.

Hospital survival: then and now.

Hospital survival: then and now.

Evaluating health care advertising

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Evaluating health care advertising

Evaluating health care advertising is a four-part process that enables health care managers to target particular markets and to determine the effects of advertising particular services and products.

Health care advertising directed toward the family decision making unit: Suggested guidelines

Health care advertising directed toward the family decision making unit: Suggested guidelines

The Effects of Health Care Advertising

This paper begins by assessing the current status of health care advertising and its potential for growth, arguing that this form of marketing is not just a passing fad among a few clinics and hospitals. It then describes the opposing schools of thought concerning the economics of advertising, and considers both theory and evidence on the effects of advertising on prices, profits, quality, utilization, and innovation.

Health Care Advertising: Consumer vs. Physician Attitudes

Abstract This article reports results of a national survey of physicians and consumers from five large metro areas across the United States regarding their attitudes toward the advertising of professional services in the health care sector. Results show extensive and strong contrasts between the two groups—consumers desire and favor such advertising while doctors oppose it.