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| Author: | Tscheulin, K. Helmig, B. |
| Title: | Arzt- und Krankenhauswerbung |
| Journal: | Zeitschrift für Betriebswirtschaft
1996 : VOL. 66:11, p. 1357-1382 |
| Index terms: | HEALTH SERVICE ADVERTISING MEDICAL INFORMATION SYSTEMS LEGAL SYSTEMS EMPIRICAL RESEARCH GERMANY |
| Language: | ger |
| Abstract: | In Germany advertising for hospitals and physicians generally is still prohibited. This paper describes the current legal position and the state of the art in research concerning physician and hospital advertising. The findings of a representative empirical study based on 132 respondents are presented. It is shown that there is a significant need for information in a physician and hospital choice situation. Furthermore the article states the respondent's more positive attitude towards physician and hospital advertising compared to advertising in general. Thus, the low-involvement-paradigm is not valid for this type of product/service. By means of two-way-analysis of variance performed to determine the relative influence of information content and the use of pictoral support the superiority of text-oriented high information advertisments is shown. |
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