Critically Discerning: Q23 Quality concern
Level: Very high
Question: q23
Core statement: I will pay more for quality healthcare rather than less for care that is just ok
Response: Strongly agree
Intrinsic Motivation: I will pay more for quality healthcare rather than less for care that is just ok. With respect to healthcare, you get what you pay for and I'm just not concerned enough about costs. I'm not going to waste my time looking for some kind of deal.
Recommendations: Focus on the position that quality is everything. Focus on the idea of wanting the best care regardless of price. Focus on the idea that any healthcare shopping on the basis of price is wrong. Looking for the best quality is the only justification for comparison. Give the impression that low cost may be an indicator of poor quality or inferior health care.
Themes: Visual or auditory cues can show an individual with high healthcare quality concern. Surroundings should communicate some degree of opulence or affluence. A medical professional can be portrayed as saying, "Quality healthcare must be the first consideration. We treat our patients medically, not financially." or something of this nature. The individual should be portrayed as saying things like, "I bought the most expensive medication, and I am happy I did."
Further considerations: The demographic traits portrayed for the target audience should speak to someone who is not concerned about money. Use of financial incentives (e.g., discounts, sales) should be avoided. The use of premiums (e.g., extra services for a little more money) may be considered.
Appeal style: Utilitarian: Focus on the use and benefits of the product or service and give little attention to issues of price or affordability.
Repetitions: Low repetitions if focus is on quality, not cost. High repetitions if focus is on cost, and not quality
Durations: Long duration messages if focus is on quality, not cost; Short duration messages if focus is on cost, not quality.
Complexity: Broad based information that justifies any quality proposition.
Content emphasis: Product/service performance and benefits, demonstrate quality.
Primary medium: Print and Internet
Fear appeals: Use fear appeals in the context of the dangers of trying to cut costs on healthcare.
Humor: Refrain from using humor
Explicit conclusions: Let customer draw conclusions
Type of argument: One-sided argument in favoring of the importance of not trying to cut costs with respect to healthcare or health coverage.
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: Very high
Question: q23
Core statement: I will pay more for quality healthcare rather than less for care that is just ok
Response: Strongly agree
Intrinsic Motivation: I will pay more for quality healthcare rather than less for care that is just ok. With respect to healthcare, you get what you pay for and I'm just not concerned enough about costs. I'm not going to waste my time looking for some kind of deal.
Recommendations: Focus on the position that quality is everything. Focus on the idea of wanting the best care regardless of price. Focus on the idea that any healthcare shopping on the basis of price is wrong. Looking for the best quality is the only justification for comparison. Give the impression that low cost may be an indicator of poor quality or inferior health care.
Themes: Visual or auditory cues can show an individual with high healthcare quality concern. Surroundings should communicate some degree of opulence or affluence. A medical professional can be portrayed as saying, "Quality healthcare must be the first consideration. We treat our patients medically, not financially." or something of this nature. The individual should be portrayed as saying things like, "I bought the most expensive medication, and I am happy I did."
Further considerations: The demographic traits portrayed for the target audience should speak to someone who is not concerned about money. Use of financial incentives (e.g., discounts, sales) should be avoided. The use of premiums (e.g., extra services for a little more money) may be considered.
Appeal style: Utilitarian: Focus on the use and benefits of the product or service and give little attention to issues of price or affordability.
Repetitions: Low repetitions if focus is on quality, not cost. High repetitions if focus is on cost, and not quality
Durations: Long duration messages if focus is on quality, not cost; Short duration messages if focus is on cost, not quality.
Complexity: Broad based information that justifies any quality proposition.
Content emphasis: Product/service performance and benefits, demonstrate quality.
Primary medium: Print and Internet
Fear appeals: Use fear appeals in the context of the dangers of trying to cut costs on healthcare.
Humor: Refrain from using humor
Explicit conclusions: Let customer draw conclusions
Type of argument: One-sided argument in favoring of the importance of not trying to cut costs with respect to healthcare or health coverage.
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)