Aug 5 2010
The Dallas Morning News reports on the local hospital advertising market.
"The weak economy has siphoned money from advertising budgets in most major industries, but local hospital advertising has remained steady, thanks to one company. Texas Health Resources, the largest hospital system in North Texas, accounted for about half of not-for-profit advertising spending last year" and "tripled its advertising spending from 2008 to 2009 with the launch of its rebranding campaign, said Steve Hanson, senior vice president for growth and development at Texas Health. Last year, local hospitals spent $20.4 million on advertising in Dallas-Fort Worth, up 5 percent from $19.3 million in 2008, according to VMS, a New York-based media intelligence company…. Competition for patients is a driving force behind the advertising. As Dallas-Fort Worth gains ground on Chicago to become the nation's third-largest region by population, hospitals are positioning their brands to capitalize on the growth" (Roberson, 8/4).
Related, earlier KHN story: Hospital Tries 'Speed Dating' To Attract Doctors, Patients (Gold, 5/18)
 This article was reprinted from khn.org with permission from the Henry J. Kaiser Family Foundation. Kaiser Health News, an editorially independent news service, is a program of the Kaiser Family Foundation, a nonpartisan health care policy research organization unaffiliated with Kaiser Permanente.
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