Hospitals hike ad spending to gain market share

Hartford Business Journal, January 23, 2012

After pulling back spending in recent years, some Connecticut hospitals are significantly increasing their advertising budgets as they try to compete for market share amid a changing and increasingly competitive health care environment. Connecticut's 30 acute care hospitals pumped nearly $30 million into advertising spending in fiscal year 2010, an 18 percent increase from a year earlier, a Hartford Business Journal analysis of industry financial data has found.