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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) ​
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  • Home
    • The PATH >
      • Stages of Adapting to Health
      • Locus of Health Decision-Making Control
      • Predictor of Health Outcomes
      • Benefits
  • Applications
    • Health Consumer Market >
      • Marketing and Advertising
      • CRM
      • Population Health Management
      • Psychographic Segmentation
      • Focus Groups
    • One-to-One >
      • Patient Experience and Satisfaction
      • Patient Engagement
      • Patient Centered Care
      • Disease Management
      • Health Coaching
  • Products
    • Adaptive Health Behavior Inventory
    • PATH Analysis Services
    • PATH Deep Dive
    • PATH Engagement Protocols >
      • One-To-One
      • Messaging & Media
    • PATH Marcomm Analysis
    • Product Licensing
  • Resources
    • Articles
    • White Papers
    • Research >
      • Gender, Age, and Adaptive Health Behavior
      • PATH and Medical Expenditures
      • Dissertation
      • PATH and Type 2 Diabetes
      • AHBI_Brain_Behavior
      • Profiles of Attitudes
    • PATH Reference
    • Book
  • About
  • Contact
    • Dr. Frederick Navarro
  • Blog