Hospitals increase efforts to attract physicians.

Physician marketing has mushroomed in the last three years, and the growth in number of departments is matched by labor and budget increases. Nationwide, physician marketing programs are getting high scores for effectiveness. These are some of the results from a survey sponsored by the American Hospital Association's Society for Healthcare Planning and Marketing, Chicago; National Research Corp., Lincoln, NE; and Medstar Communications, Inc., Allentown, PA. Learn how hospitals are investing their physician marketing dollars, and what they're getting in return.