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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
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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