Why Advertise. . . and Why Not?

Feinberg, David A.
April 2011
Marketing Health Services;Spring2011, Vol. 31 Issue 2, p3
Academic Journal
The article offers information on the fundamental role and effectiveness of advertising in the area of health care in the U.S. It details how the nonprofit and non-sectarian New-York Presbyterian Hospital uses advertising to tell amazing patient stories to communicate the institution's programs and commitment to patient care and public health. It reveals the strategy developed by advertising agency Munn Rabôt to promote awareness by allowing patients to share their extraordinary stories of personal experiences and emotional connection to the hospital. INSET: AMAZING STORIES.


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