Masters Theses

Date of Award

8-1985

Degree Type

Thesis

Degree Name

Master of Science

Major

Communication

Major Professor

Jane Dunlap

Abstract

American hospitals have been in a state of transition. They face increasing competition and numerous changes in the health care industry. The purpose of this research was to trace the advertising activities administered by Fort Sanders Regional Medical Center from 1980 to 1985 to determine how the hospital has used advertising in response to the increasingly competitive health care market. Personal and telephone interviews were conducted with Port Sanders Public Affairs staff members to gather information on the hospital's advertising program. In addition, the author searched through the advertising clippings file to gain more information. Only Fort Sanders' major advertising campaigns were studied.

According to results of this study, Fort Sanders' involvement in advertising has been consistent with national trends in hospital advertising. In some respects. Fort Sanders has been an innovator in the Knoxville area regarding advertising methods. Advertising by Fort Sanders and hospitals nationwide will probably continue to increase as competition intensifies in the market for health care.

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