Family Driven: Q10 Level of health care information seeking
Level: Somewhat disagree
Question: q10
Core statement: If I had to be hospitalized, I would compare the hospitals near me before deciding where to go
Response: Somewhat disagree
Intrinsic Motivation: I’m not really concerned about comparing providers or insurers. I’m not motivated to find out about treatment options on my own.
Recommendations: These adults are not avid seekers of health care information. Advertisements designed for them should minimize detailed information in favor of communicating the core message (e.g., name, location, call us, use us).
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 providing the information their patients need (e.g., "My patients count on me to give them the right information). Patients or adults can be portrayed as relying on their doctor to help them discern what is correct (e.g., "When I need health information, I ask my doctor.").
Further considerations: Keep detailed information to a minimum. Avoid small type fonts or placing key points or statements of relevance within paragraphs that must be read to find. Display or execute statements of relevance in short phrases and bullet points.
Appeal style: Hedonic (emotional or fantasy)
Repetitions: High repetitions
Durations: Short duration messages
Complexity: A few key points
Content emphasis: Active visuals and nonmessage elements (e.g., hold attention by not focussing on the health care product, but by providing novel images, humor, sex, emotion)
Primary medium: Television/radio
Fear appeals: Use light fear appeals to motivate the target audience to engage in healthcare information seeking and provider or insurer comparisons.
Humor: Use humor to hold attention and support recall.
Explicit conclusions: Draw explicit conclusions
Type of argument: Two-sided argument: Acknowledge and validate the behavior of those who do not gather comparative healthcare information, but then give them a few reasons why it’s important and how your products or services can help them.
Authority appeals: Peer testimonial
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity)
Level: Somewhat disagree
Question: q10
Core statement: If I had to be hospitalized, I would compare the hospitals near me before deciding where to go
Response: Somewhat disagree
Intrinsic Motivation: I’m not really concerned about comparing providers or insurers. I’m not motivated to find out about treatment options on my own.
Recommendations: These adults are not avid seekers of health care information. Advertisements designed for them should minimize detailed information in favor of communicating the core message (e.g., name, location, call us, use us).
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 providing the information their patients need (e.g., "My patients count on me to give them the right information). Patients or adults can be portrayed as relying on their doctor to help them discern what is correct (e.g., "When I need health information, I ask my doctor.").
Further considerations: Keep detailed information to a minimum. Avoid small type fonts or placing key points or statements of relevance within paragraphs that must be read to find. Display or execute statements of relevance in short phrases and bullet points.
Appeal style: Hedonic (emotional or fantasy)
Repetitions: High repetitions
Durations: Short duration messages
Complexity: A few key points
Content emphasis: Active visuals and nonmessage elements (e.g., hold attention by not focussing on the health care product, but by providing novel images, humor, sex, emotion)
Primary medium: Television/radio
Fear appeals: Use light fear appeals to motivate the target audience to engage in healthcare information seeking and provider or insurer comparisons.
Humor: Use humor to hold attention and support recall.
Explicit conclusions: Draw explicit conclusions
Type of argument: Two-sided argument: Acknowledge and validate the behavior of those who do not gather comparative healthcare information, but then give them a few reasons why it’s important and how your products or services can help them.
Authority appeals: Peer testimonial
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity)