Independently Healthy: Q13 Trust in medical professionals
Level: Somewhat agree
Question: q13
Core statement: Most doctors and nurses are not as good at what they to as we hear they are
Response: Somewhat agree
Intrinsic Motivation: I have doubts about the competence of all doctors or nurses. They make mistakes about treatments and prescribe many medications without knowing all the side effects.
Recommendations: Advertisers should place the patient in the role of skeptic. This means that they tend to question the competence of many healthcare and medical professionals. Themes that give "the doctor said so" message should be avoided. This lack of trust may sometimes discourage these adults from seeking medical care when they should, so the patient can be portrayed as having put off seeking care. The product or service benefit must address and attempt to solve or meet the need of someone who would rather avoid its use. These adults will also have trouble taking medications as prescribed, so the product or service being promoted should have some benefit that compensates for this. The message should also agree with an attitude of "loose compliance" even though it is a behavior that should be changed.
Themes: Visuals should stress the individual and not a professional healthcare worker. Medical settings should be de-emphasized and home or work settings preferred. Auditory cues should be from the individual and not signal a medical setting. Displaying "the patient" as expounding opinions that many physicians prescribe medications without really knowing all the potential side effects will generate agreement from this group of adults.
Further considerations:
Appeal style: Hedonic (emotional or fantasy)
Repetitions: High repetitions
Durations: Short duration messages
Complexity: A few key points
Content emphasis: Active visuals and nonmessage elements
Primary medium: Television/radio
Fear appeals: Use light fear appeals
Humor: Use humor
Explicit conclusions: Draw explicit conclusions
Type of argument: Two-sided argument (Doctors don't know everything. That's why we do X so you don't have to worry)
Authority appeals: Peer testimonial
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity)
Level: Somewhat agree
Question: q13
Core statement: Most doctors and nurses are not as good at what they to as we hear they are
Response: Somewhat agree
Intrinsic Motivation: I have doubts about the competence of all doctors or nurses. They make mistakes about treatments and prescribe many medications without knowing all the side effects.
Recommendations: Advertisers should place the patient in the role of skeptic. This means that they tend to question the competence of many healthcare and medical professionals. Themes that give "the doctor said so" message should be avoided. This lack of trust may sometimes discourage these adults from seeking medical care when they should, so the patient can be portrayed as having put off seeking care. The product or service benefit must address and attempt to solve or meet the need of someone who would rather avoid its use. These adults will also have trouble taking medications as prescribed, so the product or service being promoted should have some benefit that compensates for this. The message should also agree with an attitude of "loose compliance" even though it is a behavior that should be changed.
Themes: Visuals should stress the individual and not a professional healthcare worker. Medical settings should be de-emphasized and home or work settings preferred. Auditory cues should be from the individual and not signal a medical setting. Displaying "the patient" as expounding opinions that many physicians prescribe medications without really knowing all the potential side effects will generate agreement from this group of adults.
Further considerations:
Appeal style: Hedonic (emotional or fantasy)
Repetitions: High repetitions
Durations: Short duration messages
Complexity: A few key points
Content emphasis: Active visuals and nonmessage elements
Primary medium: Television/radio
Fear appeals: Use light fear appeals
Humor: Use humor
Explicit conclusions: Draw explicit conclusions
Type of argument: Two-sided argument (Doctors don't know everything. That's why we do X so you don't have to worry)
Authority appeals: Peer testimonial
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity)