The Optimal Design of Hospital Advertising by Means of Conjoint Measurement.

Dieter K. Tschelin and Bernd Helmig

Confronted with the unavoidable question of finding survival strategies in an intensely competitive market for hospitai services which is characterized by a decreasing number of beds and the danger of closures, many hospitals have since implemented marketing and advertising plans.

Imagery & art direction
Healthcare services, providers
Newspaper effectiveness
Conjoint analysis
Strategy

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...

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