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Patients shift, marketers spend
Healthcare Strategist Trend Watch, March 30, 2007
Hospital competition has always been fierce in metropolitan Detroit, but a new survey shows that hospitals are fighting harder for market share there than ever before.
A survey of 15 Detroit-area hospitals shows that more than $16.5 million was spent on media campaigns in 2006, a jump of more than $6.2 million since 2001. The survey was taken by VoiceTrak, a media measurement service of New York City-based VMS, a media intelligence firm. According to the Detroit Free Press, hospital ad spending rose there more than in any of the other markets examined by VoiceTrak.
Detroit hospitals have seen declining numbers at inpatient facilities, so they have turned their attention to the suburbs, where they are constructing state-of-the-art outpatient facilities. The rise in media spending is a result of this patient shift, David Brudon, marketing director of the University of Michigan Health System, told the paper.
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