Independently Healthy: Q17 Trust in medical professionals
Level: Neutral
Question: q17
Core statement: Doctors often try new drugs on their patients without knowing all the side effects
Response: Neither agree nor disagree
Intrinsic Motivation: I have a moderate degree of trust my doctor in terms of really knowing how a treatment might affect me.
Recommendations: These adults are among those who are not really sure whether or not healthcare professionals are always competent. A theme leading with "Most doctors are competent, but you need to be careful" would play well with this group. So would "Some doctors just can't keep up with all the new drugs and side effects, but its not their fault." or "You can't rely on the doctor for everything." would find agreement from these adults.
Themes: Visuals can include some medical theme settings if they are subtle. Non-medical settings should be preferred. The individual should be stressed over the healthcare professional as the primary deliverer of the message, but the healthcare professional need not be avoided as a visual cue. Auditory cues can include either medical or non-medical settings (e.g., a nurse answering the telephone vs. a person sitting at home drinking coffee reading a prescription label).
Further considerations:
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 fear appeals sparingly and carefully
Humor: Use moderate humor
Explicit 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: Neutral
Question: q17
Core statement: Doctors often try new drugs on their patients without knowing all the side effects
Response: Neither agree nor disagree
Intrinsic Motivation: I have a moderate degree of trust my doctor in terms of really knowing how a treatment might affect me.
Recommendations: These adults are among those who are not really sure whether or not healthcare professionals are always competent. A theme leading with "Most doctors are competent, but you need to be careful" would play well with this group. So would "Some doctors just can't keep up with all the new drugs and side effects, but its not their fault." or "You can't rely on the doctor for everything." would find agreement from these adults.
Themes: Visuals can include some medical theme settings if they are subtle. Non-medical settings should be preferred. The individual should be stressed over the healthcare professional as the primary deliverer of the message, but the healthcare professional need not be avoided as a visual cue. Auditory cues can include either medical or non-medical settings (e.g., a nurse answering the telephone vs. a person sitting at home drinking coffee reading a prescription label).
Further considerations:
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 fear appeals sparingly and carefully
Humor: Use moderate humor
Explicit 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