Consumer perceptions of direct mail advertising by hospitals

A sample of consumers residing in a Southwestern American city was surveyed with respect to the appropriateness of hospitals using direct mail advertising. Direct mail advertising was perceived by the respondents as a positive medium for hospitals to use in their marketing programs. More specifically, direct mail is perceived as a more professional advertising medium for hospitals than are other media. In respect to advertising fees, consumers perceived direct mail to be the best medium for hospitals to use.