Health Contented: Q10 Level of healthcare information seeking
Level: Neutral
Question: q10
Core statement: If I had to be hospitalized, I would compare the hospitals near me before deciding where to go
Response: Neutral
Intrinsic Motivation: I may or may not take the time to learn about local hospitals if I am told I need hospital care. I am typically indifferent to which local hospital is the best or worst. Not something I think about.
Recommendations: These adults show little interest in healthcare advertising and look upon it with suspicion. The advertisement should address both lack of interest, some elements of the recipient's skeptical view of healthcare advertising, and provide a solution that will satisfy or address this skepticism.
Themes: Visual cues should favor non-medical settings. The use of medical settings may turn off the recipient if placed or mentioned too early in the advertisement. Visual or auditory cues should show an individual who is in need of the healthcare service or product, but making statements consistent with statements of relevance (e.g., other PATH dimension levels). For example, "I don't like seeing healthcare advertised, but the service was important enough to a family member, so I called." is a phrasing tactic that would gain agreement and build relevance based on the involvement in family health dimension. Refrain from using medical professionals as the primary message deliverers (e.g., "As a doctor, I feel that this service is important to every patient!")
Further considerations: The advertisement should work harder to capture attention and build relevance before proceeding with the healthcare issues. Strong statements of relevance to the recipient must be devised to hold attention. Consider possible use of testimonials from peers (not healthcare workers) to build credibility.
Appeal style: Focus on feelings and creating entertainment. Don't lead with healthcare context.
Repetitions: High repetitions
Durations: Short duration messages
Complexity: A few key points
Content emphasis: Focus on general image, not specifics.
Primary medium: Television/radio
Fear appeals: Use fear appeals sparingly and carefully
Humor: Use humor
Explicit conclusions: Let customer draw conclusions.
Type of argument: Two-sided argument on information seeking (We know everyone doesn't have time to get the information they need. That's why we do X)
Authority appeals: Peer testimonial
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity)
Level: Neutral
Question: q10
Core statement: If I had to be hospitalized, I would compare the hospitals near me before deciding where to go
Response: Neutral
Intrinsic Motivation: I may or may not take the time to learn about local hospitals if I am told I need hospital care. I am typically indifferent to which local hospital is the best or worst. Not something I think about.
Recommendations: These adults show little interest in healthcare advertising and look upon it with suspicion. The advertisement should address both lack of interest, some elements of the recipient's skeptical view of healthcare advertising, and provide a solution that will satisfy or address this skepticism.
Themes: Visual cues should favor non-medical settings. The use of medical settings may turn off the recipient if placed or mentioned too early in the advertisement. Visual or auditory cues should show an individual who is in need of the healthcare service or product, but making statements consistent with statements of relevance (e.g., other PATH dimension levels). For example, "I don't like seeing healthcare advertised, but the service was important enough to a family member, so I called." is a phrasing tactic that would gain agreement and build relevance based on the involvement in family health dimension. Refrain from using medical professionals as the primary message deliverers (e.g., "As a doctor, I feel that this service is important to every patient!")
Further considerations: The advertisement should work harder to capture attention and build relevance before proceeding with the healthcare issues. Strong statements of relevance to the recipient must be devised to hold attention. Consider possible use of testimonials from peers (not healthcare workers) to build credibility.
Appeal style: Focus on feelings and creating entertainment. Don't lead with healthcare context.
Repetitions: High repetitions
Durations: Short duration messages
Complexity: A few key points
Content emphasis: Focus on general image, not specifics.
Primary medium: Television/radio
Fear appeals: Use fear appeals sparingly and carefully
Humor: Use humor
Explicit conclusions: Let customer draw conclusions.
Type of argument: Two-sided argument on information seeking (We know everyone doesn't have time to get the information they need. That's why we do X)
Authority appeals: Peer testimonial
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity)