Traditionalist: Q13 Trust in medical professionals
Level: Somewhat disagree
Question: q13
Core statement: Most doctors and nurses are not as good at what they to as we hear they are
Response: Somewhat disagree
Intrinsic Motivation: I have few doubts about the competence of all doctors or nurses. They hardly ever make mistakes about treatments and prescribe many medications with adequate knowledge of side effects.
Recommendations: Message and positioning themes should center on trust in the doctor. The primary deliverer of the message can be the physician or other professional healthcare workers, or the individual patient. The medical professional is the authority that you can trust and rely on.
Themes: Visual images should include patient and doctor or patient and nurse. Visuals can include medical settings (e.g., outside or inside doctor's office, outside or inside a hospital). Auditory cues should reflect the authoritative physician voice explaining things to the patient, or the patient extolling the virtues of their doctor.
Further considerations:
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
Implicit conclusions: Let customer draw conclusions
Type of argument: One-sided argument (Services provided by expert doctors you know you can trust)
Authority appeals: Medical authority
Spokesperson: Expert spokesperson (experienced peer or doctor, nurse or other health care professional)
Level: Somewhat disagree
Question: q13
Core statement: Most doctors and nurses are not as good at what they to as we hear they are
Response: Somewhat disagree
Intrinsic Motivation: I have few doubts about the competence of all doctors or nurses. They hardly ever make mistakes about treatments and prescribe many medications with adequate knowledge of side effects.
Recommendations: Message and positioning themes should center on trust in the doctor. The primary deliverer of the message can be the physician or other professional healthcare workers, or the individual patient. The medical professional is the authority that you can trust and rely on.
Themes: Visual images should include patient and doctor or patient and nurse. Visuals can include medical settings (e.g., outside or inside doctor's office, outside or inside a hospital). Auditory cues should reflect the authoritative physician voice explaining things to the patient, or the patient extolling the virtues of their doctor.
Further considerations:
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
Implicit conclusions: Let customer draw conclusions
Type of argument: One-sided argument (Services provided by expert doctors you know you can trust)
Authority appeals: Medical authority
Spokesperson: Expert spokesperson (experienced peer or doctor, nurse or other health care professional)