This paper begins by assessing the current status of health care advertising and its potential for growth, arguing that this form of marketing is not just a passing fad among a few clinics and hospitals. It then describes the opposing schools of thought concerning the economics of advertising, and considers both theory and evidence on the effects of advertising on prices, profits, quality, utilization, and innovation.
Sherman T. Folland; The Effects of Health Care Advertising. J Health Polit Policy Law 1 April 1985; 10 (2): 329–345. doi: https://doi.org/10.1215/03616878-10-2-329
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