Healthcare News & Insights

Hospitals use more, edgier advertising to build awareness

One area that’s seeing growth in this still somber economy is spending on hospital advertising.

For the first half of 2011, hospital advertising spending was up more than 20% over the same period in the prior year. And the advertising they’re doing is by turns funnier, edgier and more personal.

Hospitals can have a tough time differentiating their services from their competitors in their advertising, so more organizations are willing to take a bit of a chance with their ads.

One common tactic: using more patient testimonials to let patients tell their own stories. Others are using somewhat black humor, such as the hospital in a town with lots of retirees that ran billboards with messages like “Outlive your foursome,” and “Your heirs can wait.”

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