The Korean Journal of Health Service Management (보건의료산업학회지)

Korea Society of Health Service Management (보건의료산업학회)
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Characteristics of Medical Advertisement according to the Various Departments at Medical Institutions

의료기관 주 진료과목에 따른 의료광고 수행 특성

  • 이동우 (부산가톨릭대학교 일반대학원 병원경영학전공) ;
  • 황병덕 (부산가톨릭대학교 병원경영학과) ;
  • 박재우 (부산가톨릭대학교 일반대학원 병원경영학전공)
  • Received : 2016.08.11
  • Accepted : 2016.12.05
  • Published : 2016.12.30
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Abstract

Objectives : This study describes the current state of medical advertisement and quality of advertisement execution according to the different departments based on 2-year case study of actual medical advertisements which were published in newspapers. Additionally, this paper provides data which will help in the efficient planning of medical advertisements. Methods : This study was based on medical advertisements that were in local newspapers, etc. from January 1, 2012 to December 31, 2013. The data were collected from September 20, 2014 to November 2, 2014 (44 days). A total of 4,991 data points were acquired from newspapers supplied by the Busan Public Library directly to the researcher. Results : According to the major findings of this study, the services of clinics had more medical advertisements than that of hospitals. Urology was the most advertised service of clinics while orthopedics and neurosurgery were the most advertised services of hospitals. Conclusions : In the study, the characteristics for the technical advertising factor was evident according to the type of examinations. Some types of examinations showed definite differences compared to other examinations.

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References

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