HMO Penetration, Ownership Status, and the Rise of Hospital Advertising
AbstractWe examine the recent increase in hospital advertising expenditures. We first illustrate that the rise in hospital advertising has not been universal. Large, not-for-profit, teaching hospitals have, by far, experienced the largest increase in spending. Adjusting for size, for-profit hospitals over this period have actually decreased their marketing expenses. This increase in advertising spending is best explained by managed care penetration. There is a small and marginally significant relationship between increases in for-profit presence in hospital markets and an increase in advertising spending by the not-for-profit hospitals in those markets.
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Bibliographic InfoPaper provided by National Bureau of Economic Research, Inc in its series NBER Working Papers with number 8899.
Date of creation: Apr 2002
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Publication status: published as Jason Barro, Michael Chu. "HMO Penetration, Ownership Status, and the Rise of Hospital Advertising," in Edward L. Glaeser, editor, "The Governance of Not-for-Profit Organizations" University of Chicago Press (2003)
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Find related papers by JEL classification:
- I1 - Health, Education, and Welfare - - Health
- L3 - Industrial Organization - - Nonprofit Organizations and Public Enterprise
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