Hospital and health system market share barely moves year over year without a significant event like M&A or the closing of a hospital. But if that’s true, what does it say about the impact of health system marketing?

A recently released academic study on the effectiveness of hospital advertising shows that there can be an impact on hospital visits from increased advertising spend. But that finding helps support the contention that health systems should focus on ServingOverSelling.

After more than 25 years in the health system marketing space, I’ve launched ServingOverSelling, a movement that encourages health systems to reallocate their promotional marketing spend to instead put the resources, energy and focus of our institutions back where they belong: on helping the people we exist to serve.

An ongoing update documenting the growing healthcare affordability crisis and how our system is failing Americans.