In the first six months of 2011, advertising by American hospitals, clinics and medical centers rose 20.4 percent, to $717.2 million, from $595.5 million in the same period in 2010, according to the Kantar Media unit of WPP.
Advertising agencies increasingly are trying to quicken the pulse of consumers, who have come to expect ads with doctors in scrubs posing with impressive machinery, ad copy boasting of “skilled” doctors and “caring” nurses, and the latest ratings from U.S. News and World Report.
A new television commercial for Lenox Hill Hospital in Manhattan, for example, features pedestrians on a busy sidewalk, and the text, “We can’t help you with playoff tickets. We can’t help you with co-op board approval, or getting your child into a preschool. But if it’s really a matter of life and death — we can help.”
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