%0 Journal Article
%T HOSPITAL ADVERTISING IN THE BEGINNING: MARKETPLACE DYNAMICS AND THE LIFTING OF THE BAN
%A Lauren Strach
%J Essays in Economic & Business History
%D 2004
%I The Economic & Business History Society
%X The beginning of the hospital advertising industry followed the successful Federal Trade Commission¡¯s application of the antitrust laws to healthcare, fully opening the competitive floodgates. The 1982 Supreme Court decision, upholding the FTC petition, triggered the start of a new era of advertising¡ªhospital advertising. This paper will examine the unique qualities of this service industry that challenged marketers; the turbulent industry environment of the 1980¡¯s with the introduction of new Medicare reimbursement policies; the influence of the rise of HMO¡¯s; and how each of these changes affected the behavior of hospitals as they began to explore the possible benefits of advertising in their industry.
%U http://www.ebhsoc.org/journal/index.php/journal/article/view/83