Hospitals stepped up their advertising in 2011, and some newcomers to the national marketing game are academic medical centers. While the coast-to-coast commercials help attract faculty and students, they're also aimed at getting more paying patients to travel for treatment. The biggest spenders on advertising are, not surprisingly, the household names in medical care. Mayo Clinic, Mount Sinai and New York Presbyterian led the way for the first half of 2011. Overall, hospitals shelled out 20 percent more during that period than in the previous year, according to the research firm Kantar Media.
NPR, by Blake Farmer, 1/3/2012