Independently Healthy: Q8 Propensity to avoid health care and price concern
Level: Somewhat disagree
Question: q8
Core statement: I only seek help from doctors or therapists when I am really sick because it is too expensive
Response: Somewhat disagree
Intrinsic Motivation: I prefer to seek health care at the first sign of a problem to make sure it is not the beginning of something major. I rarely let my decision to seek health care be affected by the cost.
Recommendations: The theme of "getting healthcare at the first sign of trouble" or "getting frequent check-ups" should dominate the message. Also, the expense is not an issue limiting their need to be seen. The cost of care acts as a very minor deterrent to getting the opinion they need from the medical professional. So the individual sees the expense as necessary and an investment in future good health.
Themes: Visual cues can include physician and patient, or nurse and patient, or the individual. Traditional medical settings (e.g., doctor's office, hospital) should be stressed or new delivery settings (e.g., shopping centers). Auditory cues should focus on the individual who extols the necessity of the "doctor's seal of approval" to know that things are all right. Auditory cues can also include the authoritative voice of the doctor or the voice of the assertive patient who makes sure the doctor checks everything. For example, the patient can be shown or portrayed extolling the virtues of check-ups and early detection over waiting to see if the "little pain" goes away. And the cost is not a factor.
Further considerations: Provide detailed information and teach. Provide concrete examples acceptable to an informed, discerning customer. Bait with offer of further information.
Appeal style: Utilitarian (focus on use and benefits)
Repetitions: Low repetitions
Durations: Long duration messages
Complexity: Broad based information
Content emphasis: Product/service performance and benefits
Primary medium: Print and Internet
Fear appeals: Refrain from using fear appeals
Humor: Refrain from using humor
Explicit conclusions: Let customer draw conclusions
Type of argument: One-sided about seeking healthcare (Everyone should talk with their doctor at the first sign of a problem)
Authority appeals: Medical authority figure or peer testimonial if confidence in medical professionals is low
Spokesperson: Expert spokesperson (experienced peer or doctor, nurse or other health care professional)
Level: Somewhat disagree
Question: q8
Core statement: I only seek help from doctors or therapists when I am really sick because it is too expensive
Response: Somewhat disagree
Intrinsic Motivation: I prefer to seek health care at the first sign of a problem to make sure it is not the beginning of something major. I rarely let my decision to seek health care be affected by the cost.
Recommendations: The theme of "getting healthcare at the first sign of trouble" or "getting frequent check-ups" should dominate the message. Also, the expense is not an issue limiting their need to be seen. The cost of care acts as a very minor deterrent to getting the opinion they need from the medical professional. So the individual sees the expense as necessary and an investment in future good health.
Themes: Visual cues can include physician and patient, or nurse and patient, or the individual. Traditional medical settings (e.g., doctor's office, hospital) should be stressed or new delivery settings (e.g., shopping centers). Auditory cues should focus on the individual who extols the necessity of the "doctor's seal of approval" to know that things are all right. Auditory cues can also include the authoritative voice of the doctor or the voice of the assertive patient who makes sure the doctor checks everything. For example, the patient can be shown or portrayed extolling the virtues of check-ups and early detection over waiting to see if the "little pain" goes away. And the cost is not a factor.
Further considerations: Provide detailed information and teach. Provide concrete examples acceptable to an informed, discerning customer. Bait with offer of further information.
Appeal style: Utilitarian (focus on use and benefits)
Repetitions: Low repetitions
Durations: Long duration messages
Complexity: Broad based information
Content emphasis: Product/service performance and benefits
Primary medium: Print and Internet
Fear appeals: Refrain from using fear appeals
Humor: Refrain from using humor
Explicit conclusions: Let customer draw conclusions
Type of argument: One-sided about seeking healthcare (Everyone should talk with their doctor at the first sign of a problem)
Authority appeals: Medical authority figure or peer testimonial if confidence in medical professionals is low
Spokesperson: Expert spokesperson (experienced peer or doctor, nurse or other health care professional)