The Optimal Design of Hospital Advertising by Means of Conjoint Measurement
Dieter K. TscheulinAlbert-Ludwigs University, Freiburg, Germany
Bernd HelmigAlbert-Ludwigs University, Freiburg, Germany
In the area of health and hospitals the competitive conditions have strongly intensified in most Western countries. Decreasing occupation rates, rapidly increasing costs, and a widely departmentalized supply of health services have contributed to the creation of this situation. Against this background of increasing competition, hospitals are pursuing marketing strategies more and more in order to ensure their survival, particularly in the United States, but currently in Europe as well.
The development process away from “hospital...