HMO Penetration, Ownership Status, and the Rise of Hospital Advertising
We 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.
|Date of creation:||Apr 2002|
|Date of revision:|
|Publication status:||published as Glaeser, Edward L. (ed.) The governance of not-for-profit organizations, NBER Conference Report series. Chicago and London: University of Chicago Press, 2003.|
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