Health Contented: Q4 Level of price concern
Level: Somewhat disagree
Question: q4
Core statement: I have tried to save money by shopping for healthcare
Response: Somewhat disagree
Intrinsic Motivation: 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 price and the cost of healthcare are a minor concern. Focus on the idea of wanting top dollar care. Focus on the idea that any healthcare shopping does not involve looking for the best deal or trying to save money. Give the impression that low cost is related to poorer quality or inferior health care.
Themes: Visual or auditory cues can show an individual with very little concern about health care costs. Surroundings should communicate some degree of affluence. A medical professional can be portrayed as saying, "When it comes to healthcare, you don't go looking for the best price." or something of this nature. The individual should be portrayed as saying things like, "Yes, the medication was the most expensive, but my health is worth it."
Further considerations: The demographic traits portrayed for the target audience should speak to someone who has little concern about money. Avoid the use of financial incentives (e.g., discounts, sales). The use of premiums (e.g., extra services for more money) may be considered.
Appeal style: Utilitarian (focus on the use and benefits) or hedonic (fantasy and feelings) and give little attention to 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
Content emphasis: Product/service performance and benefits, demonstrate quality.
Primary medium: Print and Internet
Fear appeals: Refrain from using fear based tactics
Humor: Refrain from using humor
Drawing 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: Somewhat disagree
Question: q4
Core statement: I have tried to save money by shopping for healthcare
Response: Somewhat disagree
Intrinsic Motivation: 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 price and the cost of healthcare are a minor concern. Focus on the idea of wanting top dollar care. Focus on the idea that any healthcare shopping does not involve looking for the best deal or trying to save money. Give the impression that low cost is related to poorer quality or inferior health care.
Themes: Visual or auditory cues can show an individual with very little concern about health care costs. Surroundings should communicate some degree of affluence. A medical professional can be portrayed as saying, "When it comes to healthcare, you don't go looking for the best price." or something of this nature. The individual should be portrayed as saying things like, "Yes, the medication was the most expensive, but my health is worth it."
Further considerations: The demographic traits portrayed for the target audience should speak to someone who has little concern about money. Avoid the use of financial incentives (e.g., discounts, sales). The use of premiums (e.g., extra services for more money) may be considered.
Appeal style: Utilitarian (focus on the use and benefits) or hedonic (fantasy and feelings) and give little attention to 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
Content emphasis: Product/service performance and benefits, demonstrate quality.
Primary medium: Print and Internet
Fear appeals: Refrain from using fear based tactics
Humor: Refrain from using humor
Drawing 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)