Family Driven: Q23 Quality concern Level: Neutral
Question: q23
Core statement: I will pay more for quality healthcare rather than less for care that is just ok
Response: Neither agree nor disagree
Intrinsic Motivation: With respect to healthcare quality, I am indifferent to the idea that you get what you pay for. I'm just not concerned enough about costs or how it might impact the quality of care I may get.
Recommendations: Focus on the position that paying more is not necessarily an indicator of quality. Focus on the idea of that great health care comes from the practitioner, not the price you pay. Looking for the best quality doesn’t necessarily mean choosing based on the highest price. Give the impression that low cost may not be an indicator of poor quality or inferior health care.
Themes: Visual or auditory cues can show an individual with quality concern, but not necessarily linking that quality to the cost of care. Surroundings should communicate middle-class or slightly upper-class income surroundings. A medical professional can be portrayed as saying, "Quality healthcare comes from your caregivers. We treat our patients medically, not financially." or something of this nature.
Further considerations: The demographic traits portrayed for the target audience should speak to someone who considers cost, but only as part of the overall decision. Use of financial incentives (e.g., discounts, sales) can be a consideration. The use of premiums (e.g., extra services for a little more money) may also be considered.
Appeal style: Balance of utilitarian and entertainment message elements: Focus on use and benefits of product or service in an entertaining way.
Repetitions: Moderate repetitions
Durations: Moderate duration messages that affirm the weak relationship between the quality of health care and the cost of that care.
Complexity: Moderate levels of complexity and delivering a clear and simple message.
Content emphasis: Product/service performance and benefits, demonstrate quality.
Primary medium: Balance of TV/radio and print/internet
Fear appeals: Limited use of fear appeals.
Humor: Subtle use of humor as an entertainment tactic
Explicit conclusions: Let customer draw conclusions
Type of argument: One-sided argument in favoring of the importance of not equating the cost of health care with its higher or lower quality.
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)
Question: q23
Core statement: I will pay more for quality healthcare rather than less for care that is just ok
Response: Neither agree nor disagree
Intrinsic Motivation: With respect to healthcare quality, I am indifferent to the idea that you get what you pay for. I'm just not concerned enough about costs or how it might impact the quality of care I may get.
Recommendations: Focus on the position that paying more is not necessarily an indicator of quality. Focus on the idea of that great health care comes from the practitioner, not the price you pay. Looking for the best quality doesn’t necessarily mean choosing based on the highest price. Give the impression that low cost may not be an indicator of poor quality or inferior health care.
Themes: Visual or auditory cues can show an individual with quality concern, but not necessarily linking that quality to the cost of care. Surroundings should communicate middle-class or slightly upper-class income surroundings. A medical professional can be portrayed as saying, "Quality healthcare comes from your caregivers. We treat our patients medically, not financially." or something of this nature.
Further considerations: The demographic traits portrayed for the target audience should speak to someone who considers cost, but only as part of the overall decision. Use of financial incentives (e.g., discounts, sales) can be a consideration. The use of premiums (e.g., extra services for a little more money) may also be considered.
Appeal style: Balance of utilitarian and entertainment message elements: Focus on use and benefits of product or service in an entertaining way.
Repetitions: Moderate repetitions
Durations: Moderate duration messages that affirm the weak relationship between the quality of health care and the cost of that care.
Complexity: Moderate levels of complexity and delivering a clear and simple message.
Content emphasis: Product/service performance and benefits, demonstrate quality.
Primary medium: Balance of TV/radio and print/internet
Fear appeals: Limited use of fear appeals.
Humor: Subtle use of humor as an entertainment tactic
Explicit conclusions: Let customer draw conclusions
Type of argument: One-sided argument in favoring of the importance of not equating the cost of health care with its higher or lower quality.
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)