Naturalist: Q10 Level of health care information seeking
Level: Somewhat agree
Question: q10
Core statement: If I had to be hospitalized, I would compare the hospitals near me before deciding where to go
Response: Somewhat agree
Intrinsic Motivation: I’m interested in health care information, and I’m motivated to learn about it. When I hear about health care topics, my ears perk up.
Recommendations: These adults are avid seekers of health care information. Advertisements designed for them should provide detailed information to support communicating the core message (e.g., name, location, call us because, use us because).
Themes: Visual cues can be medical or non-medical settings, but non-medical should be favored. Visual or auditory cues can include health care professionals portrayed as seeing their role as one of collaborating with and learning from their patients (e.g., "I respect my patient’s efforts to stay informed about healthcare trends." "My informed patients keep me on my toes."). Patients or adults should be portrayed as seeking information themselves and not relying on a doctor to "do it all for them." (e.g., "People need to be informed about health care options. You can't expect a doctor to tell you all you need to know.").
Further considerations: Provide detailed information or bait them with further information. Explain and teach. Bait with offers of further information.
Appeal style: Utilitarian: Focus on use and product/service benefits that support those who want to be informed about healthcare choices and options.
Repetitions: Low repetitions.
Durations: Long duration messages.
Complexity: Broad based information.
Content emphasis: Product/service performance and benefits that support healthcare information gathering and learning about healthcare options.
Primary medium: Print and Internet
Fear appeals: Refrain from using fear appeals to motivate information gathering.
Humor: Refrain from using humor to hold attention or support long-term recall.
Explicit conclusions: Let customer draw conclusions
Type of argument: One-sided argument: "We know information is important to you. That's why we do X."
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 agree
Question: q10
Core statement: If I had to be hospitalized, I would compare the hospitals near me before deciding where to go
Response: Somewhat agree
Intrinsic Motivation: I’m interested in health care information, and I’m motivated to learn about it. When I hear about health care topics, my ears perk up.
Recommendations: These adults are avid seekers of health care information. Advertisements designed for them should provide detailed information to support communicating the core message (e.g., name, location, call us because, use us because).
Themes: Visual cues can be medical or non-medical settings, but non-medical should be favored. Visual or auditory cues can include health care professionals portrayed as seeing their role as one of collaborating with and learning from their patients (e.g., "I respect my patient’s efforts to stay informed about healthcare trends." "My informed patients keep me on my toes."). Patients or adults should be portrayed as seeking information themselves and not relying on a doctor to "do it all for them." (e.g., "People need to be informed about health care options. You can't expect a doctor to tell you all you need to know.").
Further considerations: Provide detailed information or bait them with further information. Explain and teach. Bait with offers of further information.
Appeal style: Utilitarian: Focus on use and product/service benefits that support those who want to be informed about healthcare choices and options.
Repetitions: Low repetitions.
Durations: Long duration messages.
Complexity: Broad based information.
Content emphasis: Product/service performance and benefits that support healthcare information gathering and learning about healthcare options.
Primary medium: Print and Internet
Fear appeals: Refrain from using fear appeals to motivate information gathering.
Humor: Refrain from using humor to hold attention or support long-term recall.
Explicit conclusions: Let customer draw conclusions
Type of argument: One-sided argument: "We know information is important to you. That's why we do X."
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)