Hospital Margins Dip as Summer Pressures Mount

Article Summary

Hospitals are entering summer with tighter financial conditions, according to Kaufman Hall’s July 10 National Hospital Flash Report. Operating margins declined to 2.2% in May, down from 3.1% in March, with the Great Plains and Northeast/Mid-Atlantic regions seeing the steepest drops. Outpatient revenue fell 4% month-over-month, marking a sharper decline than inpatient revenue and signaling waning demand for ambulatory services.

Hospital volumes also trended downward across key indicators: discharges, patient days, operating room minutes, and emergency visits all declined. Meanwhile, drug expenses surged 9% month-over-month and 25% compared to year-to-date 2022, driven by an aging population and increased use of specialty medications. Labor costs remained relatively stable, but overall expense pressures persist, posing challenges for hospital performance in the second half of the year.

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Local Business Types for Broadcasters to Consider Contacting

Independent Pharmacies – With rising drug costs and specialty medication demand, these businesses can use broadcast media to highlight personalized service and affordability.
Urgent Care Clinics – As outpatient volumes decline, these facilities may seek to differentiate themselves and attract patients through targeted broadcast campaigns.
Home Health Agencies – These providers are increasingly relevant as care shifts away from hospitals. Broadcast advertising can spotlight their role in delivering cost-effective, in-home medical support.

Three Creative Campaign Ideas for Broadcasters to Consider

Radio Station Commercial Idea: “Care That’s Close” – Spotlight a local urgent care clinic offering fast, affordable treatment options, reinforcing accessibility and convenience.
TV Station Commercial Idea: “Rx Relief” – Feature an independent pharmacy helping families manage rising drug costs, using emotional storytelling to build trust and loyalty.
Digital Advertising Campaign Idea: “Summer Health Savings” – Launch a limited-time digital promotion for home health agencies, paired with interactive content on wellness checklists and in-home care tips.