Jove
Visualize
Contact Us
JoVE
x logofacebook logolinkedin logoyoutube logo
ABOUT JoVE
OverviewLeadershipBlogJoVE Help Center
AUTHORS
Publishing ProcessEditorial BoardScope & PoliciesPeer ReviewFAQSubmit
LIBRARIANS
TestimonialsSubscriptionsAccessResourcesLibrary Advisory BoardFAQ
RESEARCH
JoVE JournalMethods CollectionsJoVE Encyclopedia of ExperimentsArchive
EDUCATION
JoVE CoreJoVE BusinessJoVE Science EducationJoVE Lab ManualFaculty Resource CenterFaculty Site
Terms & Conditions of Use
Privacy Policy
Policies

Related Experiment Videos

Presenting the right evidence.

R S MacStravic

    Health Progress (Saint Louis, Mo.)
    |August 8, 1987
    PubMed
    Summary
    This summary is machine-generated.

    Marketing messages aim for specific conclusions. Healthcare organizations can build trust by providing the right evidence to support claims about subjective attributes like compassion and competence.

    Related Concept Videos

    You might also read

    Related Articles

    Articles linked to this work by shared authors, journal, and citation graph.

    Sort by
    Same author

    Demonstrating value. Healthcare organizations can document positive outcomes from their community-benefit services.

    Health progress (Saint Louis, Mo.)·1999
    Same author

    Extending the mission to the work site. A Denver provider joins a local television station in sponsoring health fairs.

    Health progress (Saint Louis, Mo.)·1994
    Same author

    Vital links for today and tomorrow. With one stage of MIS development complete, an integrated delivery network looks to the future.

    Health progress (Saint Louis, Mo.)·1994
    Same author

    Hospital patient loyalty: causes and correlates.

    Journal of hospital marketing·1993
    Same author

    The hospital-physician computer communications network: an alternative application.

    Hospital & health services administration·1992
    Same author

    Starting with results.

    Health care strategic management·1992

    Area of Science:

    • Marketing Communications
    • Healthcare Marketing
    • Consumer Psychology

    Background:

    • Marketing communication effectiveness hinges on the conclusions audiences draw.
    • Conclusions can be factual (objective information) or opinion-based (subjective attributes).
    • Healthcare organizations often market subjective qualities like compassion and competence.

    Purpose of the Study:

    • To explore how healthcare organizations can enhance the credibility of claims regarding subjective attributes.
    • To identify effective forms of evidence for supporting opinion-based marketing conclusions.
    • To understand the importance of aligning organizational perceptions of quality with customer expectations.

    Main Methods:

    • Analysis of marketing communication theory regarding message conclusions.

    Related Experiment Videos

  • Identification of seven forms of evidence: Statistics, Stories, Exhibits, Demonstrations, Examples, Promises, and Testimony.
  • Conceptual framework for selecting and presenting evidence to support subjective attribute claims.

    • Main Results:

    • Factual conclusions relate to objective information (services, hours, costs).
    • Opinion conclusions concern subjective attributes (compassion, competence, friendliness).
    • Seven forms of evidence can bolster the credibility of subjective attribute claims.

    Conclusions:

    • The right evidence is crucial for effective marketing of subjective healthcare attributes.
    • Organizations must understand what signifies quality in both professional and customer terms.
    • Delivering appropriate evidence of quality leads to stronger market positions for healthcare organizations.