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Wisely Frugal: Q2 Level of price concern  
Level: Somewhat high

Question: q2 
Core statement: If doctors and hospitals advertised their prices, I would certainly shop more by price
Response: Somewhat agree

Intrinsic Motivation: I’m concerned about what health care treatment might cost me. I just don’t want to have to spend a lot of money on healthcare if I don’t need to. I find it hard to compare health benefits and products, or service quality between hospitals and doctors, so price is easy.

Recommendations: Focus on the position that price and the cost of healthcare are things that have to be considered.  Focus on the idea of wanting good care for the best price. Focus on the idea that any healthcare shopping does involve looking for the best deal or trying to save money.  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 concern about health care costs.  Surroundings should communicate some degree of lack of money, or the desire to not spend available dollars on healthcare over other things.  A medical professional can be portrayed as saying, "The cost of healthcare means you have to shop carefully. Sometimes you have to balance quality and cost." or something of this nature.  The individual should be portrayed as saying things like, "I bought the cheapest medication."

Further considerations: The demographic traits portrayed for the target audience should speak to someone who is concerned about money.  Use of financial incentives (e.g., discounts, sales). The use of premiums (e.g., extra services for a little more money) should be avoided or minimized.

Appeal style: Hedonic (emotional or fantasy) or utilitarian (product or service benefits) or with emphasis on economy and saving healthcare dollars.
Repetitions: High repetitions with focus on economy.
Durations: Long duration messages if focus is on saving healthcare dollars; Short duration message if focus is on quality, not saving healthcare dollars.
Complexity: A few key points, mainly focusing on saving money.
Content emphasis: Active visuals and non-product or service elements
Primary medium: Television/radio
Fear appeals: Use slight fear appeals in the context of the dangers of wasting money on unnecessary healthcare services.
Humor: Use humor
Explicit conclusions: Draw explicit conclusions
Type of argument: One-sided argument in favor of seeking and using the most affordable healthcare or health coverage possible.
Authority appeals: Peer testimonial
Spokesperson: Referent spokesperson (someone customer can easily relate to, a celebrity) ​
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  • Home
    • The PATH >
      • Stages of Adapting to Health
      • Locus of Health Decision-Making Control
      • Predictor of Health Outcomes
      • Benefits
  • Applications
    • Health Consumer Market >
      • Marketing and Advertising
      • CRM
      • Population Health Management
      • Psychographic Segmentation
      • Focus Groups
    • One-to-One >
      • Patient Experience and Satisfaction
      • Patient Engagement
      • Patient Centered Care
      • Disease Management
      • Health Coaching
  • Products
    • Adaptive Health Behavior Inventory
    • PATH Analysis Services
    • PATH Deep Dive
    • PATH Engagement Protocols >
      • One-To-One
      • Messaging & Media
    • PATH Marcomm Analysis
    • Product Licensing
  • Resources
    • Articles
    • White Papers
    • Research >
      • Gender, Age, and Adaptive Health Behavior
      • PATH and Medical Expenditures
      • Dissertation
      • PATH and Type 2 Diabetes
      • AHBI_Brain_Behavior
      • Profiles of Attitudes
    • PATH Reference
    • Book
  • About
  • Contact
    • Dr. Frederick Navarro
  • Blog