Family Centered: Q1 Level of health care information seeking
Level: Neutral
Question: q1
Core statement: I look for health information so that I can choose from different health care treatments
Response: Neither agree nor disagree
Intrinsic Motivation: I’m neither interested nor non-interested in health care information. I am basically indifferent to health information.
Recommendations: These adults are neither avid seekers of health care information nor avoiders of such information. Advertisements designed for them should provide a balance of detailed information and perpheral advertising tactics (e.g., humor, flashing lights, shocking pictures, mis-direction) to support communicating the core message (e.g., name, location, call us because, use us because).
Themes: Visual cues can be medical or non-medical settings. Visual or auditory cues can include health care professionals portrayed as seeing their role as one of collaborating with and learning from their patients (e.g., "I respect my patient’s efforts to stay informed about healthcare trends." "My informed patients keep me on my toes."). Patients or adults should be portrayed as seeking information themselves and not relying on a doctor to "do it all for them." (e.g., "People need to be informed about health care options. You can't expect a doctor to tell you all you need to know.").
Further considerations: Provide some detailed information along with messaging elements designed to entertain.
Appeal style: Balance of utilitarian and entertainment focus
Repetitions: Medium repetitions
Durations: Medium duration messages
Complexity: Broad based information
Content emphasis: Balance of entertaining elements with product/service performance and benefits
Primary medium: Balance TV/Radio with print and internet
Fear appeals: Refrain from using fear appeals
Humor: Be open to applying light humor as a peripheral entertainment element
Explicit conclusions: Balance letting customer draw conclusions versus stating them outright
Type of argument: Potential for two-sided argument on information seeking (Not all health information is useful, that’s why focusing on relevant health information is so important. That's why we do X)
Authority appeals: Medical authority figure or peer testimonial if confidence in medical professionals is low
Spokesperson: Expert spokesperson (experienced peer or doctor, nurse or other health care professional)
Level: Neutral
Question: q1
Core statement: I look for health information so that I can choose from different health care treatments
Response: Neither agree nor disagree
Intrinsic Motivation: I’m neither interested nor non-interested in health care information. I am basically indifferent to health information.
Recommendations: These adults are neither avid seekers of health care information nor avoiders of such information. Advertisements designed for them should provide a balance of detailed information and perpheral advertising tactics (e.g., humor, flashing lights, shocking pictures, mis-direction) to support communicating the core message (e.g., name, location, call us because, use us because).
Themes: Visual cues can be medical or non-medical settings. Visual or auditory cues can include health care professionals portrayed as seeing their role as one of collaborating with and learning from their patients (e.g., "I respect my patient’s efforts to stay informed about healthcare trends." "My informed patients keep me on my toes."). Patients or adults should be portrayed as seeking information themselves and not relying on a doctor to "do it all for them." (e.g., "People need to be informed about health care options. You can't expect a doctor to tell you all you need to know.").
Further considerations: Provide some detailed information along with messaging elements designed to entertain.
Appeal style: Balance of utilitarian and entertainment focus
Repetitions: Medium repetitions
Durations: Medium duration messages
Complexity: Broad based information
Content emphasis: Balance of entertaining elements with product/service performance and benefits
Primary medium: Balance TV/Radio with print and internet
Fear appeals: Refrain from using fear appeals
Humor: Be open to applying light humor as a peripheral entertainment element
Explicit conclusions: Balance letting customer draw conclusions versus stating them outright
Type of argument: Potential for two-sided argument on information seeking (Not all health information is useful, that’s why focusing on relevant health information is so important. That's why we do X)
Authority appeals: Medical authority figure or peer testimonial if confidence in medical professionals is low
Spokesperson: Expert spokesperson (experienced peer or doctor, nurse or other health care professional)