We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
WHEN TO ADVERTISE TO CONSUMERS, AND WHEN NOT TO.
- Authors
Gelb, Betsy D.
- Abstract
The article presents information on the marketing initiatives by University Hospital in Houston, Texas. After hiring a marketing consultant to analyze the hospital's particular situation, it was determined that expensive advertising was not the most cost-effective way to reach prospective customers. The author details the important questions that should be asked prior to choosing to advertise such as strengths and weaknesses relative to competitors. Money may be better spent in other areas that will have the same ability to attract new clients.
- Subjects
HOSPITAL &; community; COMMUNITY health services; COMMUNITY &; college; MEDICAL care; FOCUS groups; PUBLIC health; UNIVERSITY hospitals; HOSPITALS; MEDICAL care marketing; TEACHING hospitals; MARKETING; MANAGEMENT
- Publication
Journal of Health Care Marketing, 1988, Vol 8, Issue 2, p58
- ISSN
0737-3252
- Publication type
Article