Wisely Frugal: Q18 Quality concern
Level: Somewhat disagree
Question: q18
Core statement: If doctors in my area charged different fees, I would never go to the lowest priced doctor
Response: Somewhat disagree
Intrinsic Motivation: With respect to healthcare, it sometimes pays to look for lower cost providers or insurance. You don't have to just accept whatever price some doctor or health plan wants to charge. I don’t think a higher price always means better quality.
Recommendations: Focus on the position that quality is an important factor in choosing health care, but maybe not the only factor. Focus on the idea that a lower priced service can still be of high quality. Focus on the idea that any healthcare shopping does involve balancing quality and costs. Recongize that health care is expensive, but give the impression that low cost is not necessarily a guarantee of poor quality or inferior health care.
Themes: Visual or auditory cues can show an individual with concerned about the cost of health care. Surroundings should communicate some degree of lack of quality concern (e.g., simple household furnishings, and older furniture). A medical professional can be portrayed as saying, "The getting quality healthcare for the best price means you might have to compare a little. Sometimes you have to balance quality and cost." The individual should be portrayed as saying things like, "I didn't buy the most expensive medication, and I have nothing to complain about."
Further considerations: The demographic traits portrayed for the target audience should speak to someone who has some money concerns. Use of modest financial incentives (e.g., discounts, sales) can be considered.
Appeal style: Mixture of hedonic (emotional, feeling) and utilitarian (facts, features, and benefits)
Repetitions: Medium repetitions with focus on both economy and quality.
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 slight fear appeals in the context of the dangers of trying to cut costs on healthcare.
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
Level: Somewhat disagree
Question: q18
Core statement: If doctors in my area charged different fees, I would never go to the lowest priced doctor
Response: Somewhat disagree
Intrinsic Motivation: With respect to healthcare, it sometimes pays to look for lower cost providers or insurance. You don't have to just accept whatever price some doctor or health plan wants to charge. I don’t think a higher price always means better quality.
Recommendations: Focus on the position that quality is an important factor in choosing health care, but maybe not the only factor. Focus on the idea that a lower priced service can still be of high quality. Focus on the idea that any healthcare shopping does involve balancing quality and costs. Recongize that health care is expensive, but give the impression that low cost is not necessarily a guarantee of poor quality or inferior health care.
Themes: Visual or auditory cues can show an individual with concerned about the cost of health care. Surroundings should communicate some degree of lack of quality concern (e.g., simple household furnishings, and older furniture). A medical professional can be portrayed as saying, "The getting quality healthcare for the best price means you might have to compare a little. Sometimes you have to balance quality and cost." The individual should be portrayed as saying things like, "I didn't buy the most expensive medication, and I have nothing to complain about."
Further considerations: The demographic traits portrayed for the target audience should speak to someone who has some money concerns. Use of modest financial incentives (e.g., discounts, sales) can be considered.
Appeal style: Mixture of hedonic (emotional, feeling) and utilitarian (facts, features, and benefits)
Repetitions: Medium repetitions with focus on both economy and quality.
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 slight fear appeals in the context of the dangers of trying to cut costs on healthcare.
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