Hospital advertising is one of the fastest growing trends in marketing today. It helps prospective patients learn more about hospital services and treatments. This is an important function for hospitals, especially in a highly competitive market. They must be able to attract patients and maximize their return on investment (ROI) in a constantly changing environment. Increasing patient volume is necessary to make up for lost revenue. 병원마케팅
A new study by researchers at Emory University, the University of Massachusetts Amherst, and Carnegie Mellon University, published in the American Journal of Bioethics, investigated the effect of hospital advertising on patient satisfaction. The study looked at the demographics, geographic location, and advertisement dollars spent by hospitals in Massachusetts. It examined 220,000 patient visits from September 2008 through August 2010. In a nutshell, it found that hospital advertising had a positive impact on patients.
For example, the study noted that ads from Cancer Treatment Centers of America often encouraged viewers to visit the company’s website to obtain information on treatment results. This helps remove the mystique that often surrounds the healthcare industry and may help patients choose a more appropriate institution.
Researchers also found that hospitals that advertised had better HCAHPS global scores than hospitals that did not advertise. However, they did not find a direct correlation between the two. Moreover, the study authors noted that hospitals that had increased ad spending had lower 30-day mortality rates.
The study was based on data from Kantar Media’s database. The ad spending data was collected from 4,569 hospitals in the United States annually between 2008 and 2016. The quality measures used in the study were provided by CMS. Using those measures, the study authors drew on Hospital Compare, a CMS website, to determine how a hospital’s financial and patient satisfaction statistics were affected by its advertising. 애드리절트
Researchers also observed the relationships between advertising and other characteristics of the hospital. For example, the study found that a hospital’s overall five-star rating and HCAHPS ratings were the same for advertising and non-advertising hospitals. Further, the same was true for a hospital’s readmission rate.
However, the researchers were unable to determine if these positive effects lasted for all patients. Some had a negative reaction to the hospital’s ads. Nevertheless, the patients’ attitudes did not differ significantly between the two groups. Overall, a 1-percent increase in a hospital’s advertising was associated with a 1.173-percent increase in its HCAHPS score. Similarly, the mortality rate was similar for the advertising and non-advertising hospitals.
Ultimately, the study authors concluded that hospital advertising is a vital marketing function for hospitals. They believe that the results from their study can guide legislation on the subject.
They also suggested that advertisements could be regulated in the same way prescription pharmaceutical ads are. While proponents of free-commerce advocacy argue that hospitals should be able to advertise like consumer products, critics contend that the proliferation of health care advertising raises serious ethical issues.
As hospital administrators are always pushed to improve their ROI, they must be prepared to venture into unfamiliar territory. The study’s findings suggest that the long-term investments required to improve a hospital’s reputation may require a significant financial commitment.