In a time when overall spending is down and both large corporations and small businesses have considerably cut down their budgets, it seems highly unlikely that spending – in any area – would increase. For healthcare advertising, however, that’s certainly not the case. Hospitals, clinics, and medical centers in America spent 20.4% more on advertising in the first half of 2011 as compared to last year. That brings total ad spending up to about $717 million, according to a recent report from Kantar Media.From print ads to television commercials and nearly everything in between, marketing budgets are being expanded to allow for this increase in spending. As a result, b2b healthcare advertising and marketing to the public sector has launched new campaigns over the Internet, television, and even print ads on billboards and in magazines. Today’s healthcare ads set out to distinguish hospital groups, leading physicians, and clinics from one another by using patient testimonials, catchy copywriting phrases, and images iconic of their individual brand. Steering away from any portrayal of a “cookie cutter” image helps healthcare providers distinguish themselves in what has become a very competitive market. And, for larger hospitals, conquering the misconception of patient inaccessibility comes through in their campaigns, which highlight their multiple locations, points of patient care, and their emphasis on collaboration throughout a network. There is no doubt that healthcare is one of the fastest-growing industries, and despite the downturn in the economy, it shows no signs of slowing down.