HMO Penetration, Ownership Status, and the Rise of Hospital Advertising
NBER Working Paper No. 8899
Issued in April 2002
NBER Program(s): HC
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.
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Machine-readable bibliographic record -
- Glaeser, Edward L. (ed.) The governance of not-for-profit organizations, NBER Conference Report series. Chicago and London: University of Chicago Press, 2003.
- HMO Penetration, Ownership Status, and the Rise of Hospital Advertising, Jason Barro, Michael Chu, in The Governance of Not-for-Profit Organizations (2003), University of Chicago Press (p. 101 - 116)
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