Much hospital marketing comes down to a simple goal: To attract patients that have good insurance to profitable service lines. An article covering hospital marketing in the St. Louis Post-Dispatch captured this quote:
“Why do hospitals advertise? There is a noble side to it, and also a realistic side,” said Laura Keller, a spokeswoman for St. Louis University Hospital. “I don’t think it ever hurts to remind someone that there are lots of choices that you have if you’re dealing with a major health issue. We need to educate the patient, and there are good messages there. On the business side, people need to understand that without money we cannot support our mission,” she said.
If you take the the 107-mile drive from Raleigh to Winston-Salem, NC, you are likely to see billboards from many of the following health systems: