TY  - JOUR
AU  - Barro, Jason R
AU  - Chu, Michael
TI  - HMO Penetration, Ownership Status, and the Rise of Hospital Advertising
JF  - National Bureau of Economic Research Working Paper Series
VL  - No. 8899
PY  - 2002
Y2  - April 2002
DO  - 10.3386/w8899
UR  - http://www.nber.org/papers/w8899
L1  - http://www.nber.org/papers/w8899.pdf
N1  - Author contact info:
Jason Barro
280 Beacon St . #54
Boston, MA 02116
Tel: 617/267-4139
Fax: 617/496-7167
E-Mail: jason.barro@post.harvard.edu

Michael Chu
M1  - published as Jason Barro, Michael Chu. "HMO Penetration, Ownership Status, and the Rise of Hospital Advertising," in Edward L. Glaeser, editor, "The Governance of Not-for-Profit Organizations" University of Chicago Press (2003)

AB  - We examine the recent increase in hospital advertising expenditures.  We first illustrate that the rise in hospital advertising has not been universal.  Large, not-for-profit, teaching hospitals have, by far, experienced the largest increase in spending.  Adjusting for size, for-profit hospitals over this period have actually decreased their marketing expenses.  This increase in advertising spending is best explained by managed care penetration.  There is a small and marginally significant relationship between increases in for-profit presence in hospital markets and an increase in advertising spending by the not-for-profit hospitals in those markets.
ER  -