Health Contented: Q2 Level of price concern
Level: Somewhat agree
Question: q2
Core statement: If doctors and hospitals advertised their prices, I would certainly shop more by price
Response: Somewhat agree
Intrinsic Motivation: I am indifferent to how the cost of health care might be tied to its quality. I really want to balance health care cost and quality. To some extent I think you get what you pay for, but not always.
Recommendations: Focus on the position that price and the cost of healthcare are things that should be considered, but not the overriding factor. Focus on the idea of wanting to get good care, but saving money if possible. Focus on the idea that some healthcare shopping might be a good idea. Give the impression that slightly lower costs is not necessarily related to poorer quality or inferior health care. It is possible to get good quality care without paying the most expensive rate.
Themes: Visual or auditory cues can show an individual with some concern about health care costs. Surroundings should communicate a moderate degree of affluence. A medical professional can be portrayed as saying, "When it comes to healthcare, you might be able to get the best quality without paying the highest price." or something of this nature. The individual should be portrayed as saying things like, "I didn't get the most expensive, and I didn't get the cheapest. And I am getting excellent results with my medication."
Further considerations: The demographic traits portrayed for the target audience should speak to someone who has some concern about money. Make moderate use of financial incentives (e.g., discounts, sales). The use of modest premiums (e.g., extra services for a little more money) may be considered.
Appeal style: Mixture of hedonic (emotional, feeling) and utilitarian (facts, features, and benefits)
Repetitions: Medium repetitions
Durations: Medium duration messages
Complexity: Balance key points with broad based information
Content emphasis: Combine some active visuals with message elements
Primary medium: Mix of television/radio and print
Fear appeals: Use slight fear appeals in the context of the dangers of trying to cut costs on healthcare.
Humor: Moderate use of humor
Drawing conclusions: Combine drawing explicit conclusions with letting customer draw explicit conclusions
Type of argument: Use combination of one-sided and two-sided arguments
Authority appeals: Peer testimonial or medical authority
Spokesperson: Balance of referent and expert spokesperson
Level: Somewhat agree
Question: q2
Core statement: If doctors and hospitals advertised their prices, I would certainly shop more by price
Response: Somewhat agree
Intrinsic Motivation: I am indifferent to how the cost of health care might be tied to its quality. I really want to balance health care cost and quality. To some extent I think you get what you pay for, but not always.
Recommendations: Focus on the position that price and the cost of healthcare are things that should be considered, but not the overriding factor. Focus on the idea of wanting to get good care, but saving money if possible. Focus on the idea that some healthcare shopping might be a good idea. Give the impression that slightly lower costs is not necessarily related to poorer quality or inferior health care. It is possible to get good quality care without paying the most expensive rate.
Themes: Visual or auditory cues can show an individual with some concern about health care costs. Surroundings should communicate a moderate degree of affluence. A medical professional can be portrayed as saying, "When it comes to healthcare, you might be able to get the best quality without paying the highest price." or something of this nature. The individual should be portrayed as saying things like, "I didn't get the most expensive, and I didn't get the cheapest. And I am getting excellent results with my medication."
Further considerations: The demographic traits portrayed for the target audience should speak to someone who has some concern about money. Make moderate use of financial incentives (e.g., discounts, sales). The use of modest premiums (e.g., extra services for a little more money) may be considered.
Appeal style: Mixture of hedonic (emotional, feeling) and utilitarian (facts, features, and benefits)
Repetitions: Medium repetitions
Durations: Medium duration messages
Complexity: Balance key points with broad based information
Content emphasis: Combine some active visuals with message elements
Primary medium: Mix of television/radio and print
Fear appeals: Use slight fear appeals in the context of the dangers of trying to cut costs on healthcare.
Humor: Moderate use of humor
Drawing conclusions: Combine drawing explicit conclusions with letting customer draw explicit conclusions
Type of argument: Use combination of one-sided and two-sided arguments
Authority appeals: Peer testimonial or medical authority
Spokesperson: Balance of referent and expert spokesperson