Date Approved

6-10-1997

Embargo Period

8-26-2016

Document Type

Thesis

Degree Name

M.A. in Public Relations

Department

Public Relations & Advertising

College

College of Communication & Creative Arts

First Advisor

Shapiro, Steven

Subject(s)

Jefferson Health System; Health facilities--Public relations

Disciplines

Public Relations and Advertising

Abstract

Due to managed care, the recent, rapid changes in healthcare forced hospitals to form health systems by joining with other hospitals and individual physician practices. As these health systems form, the competition for patients increases as does the need to keep consumers abreast of the changes within the forming health systems.

As a result, both health systems and physician practices launched advertising campaigns to reach these consumers. These campaigns must be tested for their effectiveness.

Two major healthcare competitors, Jefferson Health System and Main Line Health System, recently affiliated and formed Great Valley Health, which is a physician primary care group practice in the Main Line area of the Philadelphia suburbs.

A focus group of 10 men and women who live on the Main Line was conducted to determine their awareness and reactions to Great Valley Health primary care practices and Jefferson Health System primary care practices.

According to this research, even though current Jefferson advertising campaigns are effective, Main Line consumers are somewhat confused by what Great Valley Health is and its relationship to the Jefferson Health System.

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