Healthcare Driven: Q18 Quality concern
Level: Somewhat disagree
Question: q18
Core statement: If doctors in my area charged different fees, I would never go to the lowest priced doctor
Response: Somewhat disagree
Intrinsic Motivation: With respect to healthcare, it pays to take the time to look for lower cost providers or insurance. You don't have to just accept whatever price some doctor or health plan wants to charge.
Recommendations: Focus on the position that the quality of care is not a concern or it is assumed to be satisfactory. Focus on the idea of wanting good care for the best price. Quality is not the over riding concern or motivator driving healthcare decisions.
Themes: Visual or auditory cues can show an individual with little concern about quality health care. Typical visual cues to quality (e.g., fancy building, elite appearance) should be minimized. A medical professional can be portrayed as saying, "The consistent quality of healthcare means you don't have worry." or something of this nature. The individual should be portrayed as saying things like, "The best quality does not mean the highest price."
Further considerations: The advertisement should look like it was done affordably. The advertising should not be extravagant or appearing too "high end." Use of financial incentives (e.g., discounts, sales) is suggested. The use of or description of premiums (e.g., extra services for a little more money) should be avoided or minimized.
Appeal style: Hedonic (emotional or fantasy) or utilitarian with emphasis on economy and saving healthcare dollars.
Repetitions: Low repetitions with focus on economy.
Durations: Long duration messages if focus is on saving healthcare dollars; Short duration message if focus is on quality, not saving healthcare dollars.
Complexity: A few key points, mainly focusing on saving money.
Content emphasis: Active visuals and non-product or service elements
Primary medium: Television/radio
Fear appeals: Use slight fear appeals in the context of the dangers of wasting money on unnecessary healthcare services.
Humor: Use humor
Implicit conclusions: Draw Implicit conclusions
Type of argument: One-sided argument in favor of seeking and using the most affordable healthcare or health coverage possible.
Authority appeals: Peer testimonial
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity)
Level: Somewhat disagree
Question: q18
Core statement: If doctors in my area charged different fees, I would never go to the lowest priced doctor
Response: Somewhat disagree
Intrinsic Motivation: With respect to healthcare, it pays to take the time to look for lower cost providers or insurance. You don't have to just accept whatever price some doctor or health plan wants to charge.
Recommendations: Focus on the position that the quality of care is not a concern or it is assumed to be satisfactory. Focus on the idea of wanting good care for the best price. Quality is not the over riding concern or motivator driving healthcare decisions.
Themes: Visual or auditory cues can show an individual with little concern about quality health care. Typical visual cues to quality (e.g., fancy building, elite appearance) should be minimized. A medical professional can be portrayed as saying, "The consistent quality of healthcare means you don't have worry." or something of this nature. The individual should be portrayed as saying things like, "The best quality does not mean the highest price."
Further considerations: The advertisement should look like it was done affordably. The advertising should not be extravagant or appearing too "high end." Use of financial incentives (e.g., discounts, sales) is suggested. The use of or description of premiums (e.g., extra services for a little more money) should be avoided or minimized.
Appeal style: Hedonic (emotional or fantasy) or utilitarian with emphasis on economy and saving healthcare dollars.
Repetitions: Low repetitions with focus on economy.
Durations: Long duration messages if focus is on saving healthcare dollars; Short duration message if focus is on quality, not saving healthcare dollars.
Complexity: A few key points, mainly focusing on saving money.
Content emphasis: Active visuals and non-product or service elements
Primary medium: Television/radio
Fear appeals: Use slight fear appeals in the context of the dangers of wasting money on unnecessary healthcare services.
Humor: Use humor
Implicit conclusions: Draw Implicit conclusions
Type of argument: One-sided argument in favor of seeking and using the most affordable healthcare or health coverage possible.
Authority appeals: Peer testimonial
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity)