Connecticut Hospitals Hike Ad Spend
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% increase from a year earlier, a Hartford Business Journal analysis of industry financial data has found.
Hartford Hospital showcased the biggest ad budget, spending $2.9 million in fiscal 2010, a 38% increase from a year earlier, according to a regulatory filing issued to the state’s Office of Health Care Access. Cross-town rival St. Francis Hospital and Medical Center spent $1.8 million on advertising, a year-over-year increase of 16%.