Wisely Frugal: Q1 Level of healthcare information seeking
Level: Somewhat agree
Question: q1
Core statement: I look for health information so that I can choose from different health care treatments
Response: Somewhat agree
Intrinsic Motivation: I occasionally look for health information so that I can choose from different health care treatments. I have some interest in health care information, and somewhat motivated to learn about it. When I hear about health care topics, my ears tend perk up.
Recommendations: These adults are occasional 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 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 on information seeking (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: q1
Core statement: I look for health information so that I can choose from different health care treatments
Response: Somewhat agree
Intrinsic Motivation: I occasionally look for health information so that I can choose from different health care treatments. I have some interest in health care information, and somewhat motivated to learn about it. When I hear about health care topics, my ears tend perk up.
Recommendations: These adults are occasional 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 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 on information seeking (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)