Attributes used in hospital services' advertisements in a metropolitan newspaper's Sunday health section.
Health marketing quarterly(2019)
Abstract
Although newspaper print advertising has waned given the general decline in newspaper readership, hospitals are steady advertisers in metropolitan daily newspapers. Using a content analysis, this study identified, categorized, and accounted for frequencies of the attributes hospital marketers used in print advertisements promoting their services over a three-year period. We identified a typology of six attributes. Findings indicated that the most frequently used attribute in hospitals' print advertisements was patients, next health professionals; whereas technology and procedure were the least frequently used attributes. Branding was the most frequently used attribute when looking at the secondary impressions in the advertisements.
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Key words
Hospital marketing,advertising attributes,marketing health services
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