Healthcare Driven: Q19 Propensity to experiment with health care alternatives
Level: Somewhat high
Question: q19
Core statement: When I get sick, I do what my parents used to do for me
Response: Somewhat disagree
Intrinsic Motivation: I’ve experimented with new health care approaches or things I've learned on my own.
Recommendations: The theme of "using natural or other alternatives to drugs" should dominate the message. The individual has branched out and explored other methods of healthcare treatments, and does not feel dependent on the medical establishment.
Themes: Visual cues should focus on the individual with the emphasis on their own testimony. Traditional medical settings (e.g., doctor's office, hospital) should be minimized in favor of home, work, or outdoor settings. Auditory cues should highlight the voice of the individual. Or the voice of a peer praising the practices of the close friend or family member who practices good nutrition, natural alternatives, and minimizes the use of heavy medications. The voice of the patient who is open to alternative wellness discoveries or other new methods of treatment should be emphasized. For example, the individual should be heard or shown extolling the virtues "herbal" remedies or natural alternatives. Also, the patient can be portrayed as going beyond the practices and remedies of their parents.
Further considerations:
Appeal style: Utilitarian (focus on benefits taking charge your health and being open to new approaches).
Repetitions: Low repetitions
Durations: Long duration messages
Complexity: Broad based information on alternative medicine, new research, and new approaches to health care.
Content emphasis: Product/service performance and benefits that support trying new or experimental approaches to healthcare.
Primary medium: Print and Internet
Fear appeals: Refrain from using fear appeals to motivate use openess or willingness to experiment with new approaches to healthcare.
Humor: Refrain from using humor to motivate openess or willingness to experiment with healthcare.
Implicit conclusions: Let customer draw conclusions
Type of argument: One-sided argument: Focus on benefits to being open to all forms of healthcare and having a willingness to experiment.
Authority appeals: Peer testimonial
Spokesperson: Expert spokesperson (experienced peer or expert in new healthcare approaches or experimental approaches)
Level: Somewhat high
Question: q19
Core statement: When I get sick, I do what my parents used to do for me
Response: Somewhat disagree
Intrinsic Motivation: I’ve experimented with new health care approaches or things I've learned on my own.
Recommendations: The theme of "using natural or other alternatives to drugs" should dominate the message. The individual has branched out and explored other methods of healthcare treatments, and does not feel dependent on the medical establishment.
Themes: Visual cues should focus on the individual with the emphasis on their own testimony. Traditional medical settings (e.g., doctor's office, hospital) should be minimized in favor of home, work, or outdoor settings. Auditory cues should highlight the voice of the individual. Or the voice of a peer praising the practices of the close friend or family member who practices good nutrition, natural alternatives, and minimizes the use of heavy medications. The voice of the patient who is open to alternative wellness discoveries or other new methods of treatment should be emphasized. For example, the individual should be heard or shown extolling the virtues "herbal" remedies or natural alternatives. Also, the patient can be portrayed as going beyond the practices and remedies of their parents.
Further considerations:
Appeal style: Utilitarian (focus on benefits taking charge your health and being open to new approaches).
Repetitions: Low repetitions
Durations: Long duration messages
Complexity: Broad based information on alternative medicine, new research, and new approaches to health care.
Content emphasis: Product/service performance and benefits that support trying new or experimental approaches to healthcare.
Primary medium: Print and Internet
Fear appeals: Refrain from using fear appeals to motivate use openess or willingness to experiment with new approaches to healthcare.
Humor: Refrain from using humor to motivate openess or willingness to experiment with healthcare.
Implicit conclusions: Let customer draw conclusions
Type of argument: One-sided argument: Focus on benefits to being open to all forms of healthcare and having a willingness to experiment.
Authority appeals: Peer testimonial
Spokesperson: Expert spokesperson (experienced peer or expert in new healthcare approaches or experimental approaches)