HOSPITAL MARKETING BUDGETS RISE WHILE AD BUDGETS FALL

While hospitals increased marketing spending slightly last year, the advertising portion of those budgets was slashed by 20 percent, according to a recent annual survey of hospital marketers. Results of the 1996 National Hospital Marketers Survey show hospital expenditures on advertising plummeted 20 percent to $195,100 compared with $243,100 in 1995, which was an all-time high for advertising budgets. Meanwhile, the overall marketing budget, which includes advertising expenditures, rose 1.9 percent to $467,100, compared with $458,100 in 1995. (National Hospital Marketers, 201/530-7539)