Critically Discerning: Q19 Propensity to experiment with health care alternatives
Level: Somewhat disagree
Question: q19
Core statement: When I get sick, I do what my parents used to do for me
Response: Somewhat agree
Intrinsic Motivation: When I get sick, I do what my parents used to do for me I’m not that motivated to try new things or experiment with healthcare.
Recommendations: The theme of "trust the tried, true, and tested" should dominate the message. The individual has not branched out to other methods of healthcare treatments not engaged in or practiced by their parents, or not recommended by their doctor
Themes: Visual cues can include physician and patient, or nurse and patient. Traditional medical settings (e.g., doctor's office, hospital) should be stressed over new delivery settings (e.g., shopping centers). Auditory cues can include the authoritative voice of the "traditional" doctor or the voice of the trusting patient who prefers to stay away from fads or wellness "crazes". For example, the patient can be shown extolling the virtues of the "prescription" over the dubious value of some "herbal" remedy. Also, the patient should be portrayed as trusting and following the pattern of how their parents cared for them.
Further considerations:
Appeal style: Hedonic (emotional or fantasy), avoid rational arguments that support trying new things or experimenting with healthcare.
Repetitions: High repetitions
Durations: Short duration messages
Complexity: A few key points - keep it simple as to any focus on experimenting with experimenting with healthcare.
Content emphasis: Active visuals and message elements that do not emphasize experimenting with healthcare.
Primary medium: Television/radio
Fear appeals: Use light fear appeals to motivate consideration of new approaches to healthcare.
Humor: Use humor to show alternative health benefits
Explicit conclusions: Draw explicit conclusions
Type of argument: Two-sided argument: Support and validate the person who does not want to experiment with healthcare, but then give them a reason why they should and how your services or products will support them.
Authority appeals: Medical authority figure, fitness celebrity or peer testimonial if confidence in medical professionals is low
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity)
Level: Somewhat disagree
Question: q19
Core statement: When I get sick, I do what my parents used to do for me
Response: Somewhat agree
Intrinsic Motivation: When I get sick, I do what my parents used to do for me I’m not that motivated to try new things or experiment with healthcare.
Recommendations: The theme of "trust the tried, true, and tested" should dominate the message. The individual has not branched out to other methods of healthcare treatments not engaged in or practiced by their parents, or not recommended by their doctor
Themes: Visual cues can include physician and patient, or nurse and patient. Traditional medical settings (e.g., doctor's office, hospital) should be stressed over new delivery settings (e.g., shopping centers). Auditory cues can include the authoritative voice of the "traditional" doctor or the voice of the trusting patient who prefers to stay away from fads or wellness "crazes". For example, the patient can be shown extolling the virtues of the "prescription" over the dubious value of some "herbal" remedy. Also, the patient should be portrayed as trusting and following the pattern of how their parents cared for them.
Further considerations:
Appeal style: Hedonic (emotional or fantasy), avoid rational arguments that support trying new things or experimenting with healthcare.
Repetitions: High repetitions
Durations: Short duration messages
Complexity: A few key points - keep it simple as to any focus on experimenting with experimenting with healthcare.
Content emphasis: Active visuals and message elements that do not emphasize experimenting with healthcare.
Primary medium: Television/radio
Fear appeals: Use light fear appeals to motivate consideration of new approaches to healthcare.
Humor: Use humor to show alternative health benefits
Explicit conclusions: Draw explicit conclusions
Type of argument: Two-sided argument: Support and validate the person who does not want to experiment with healthcare, but then give them a reason why they should and how your services or products will support them.
Authority appeals: Medical authority figure, fitness celebrity or peer testimonial if confidence in medical professionals is low
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity)