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Related Experiment Videos

How consumers view physician advertising.

H E Johns, H R Moser

    Journal of Hospital Marketing
    |December 10, 1988
    PubMed
    Summary
    This summary is machine-generated.

    Consumers prefer physician advertising in newspapers and professional magazines over other media. Most consumers have not seen physician ads, but those who have recall seeing them in newspapers.

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    Area of Science:

    • Medical Marketing
    • Consumer Behavior
    • Healthcare Advertising

    Background:

    • Physician advertising is a growing area of interest.
    • Understanding consumer preferences is crucial for effective healthcare marketing.
    • Previous research has explored various advertising channels, but physician-specific preferences require further investigation.

    Purpose of the Study:

    • To determine consumer preferences for physician advertising channels.
    • To identify the most effective media for reaching consumers with physician advertisements.
    • To assess consumer awareness and recall of physician advertising.

    Main Methods:

    • Consumer surveys were conducted to gather data on advertising preferences.
    • Participants were asked about their exposure to and opinions on different advertising media for physicians.

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  • Statistical analysis was used to identify significant trends and preferences.

    • Main Results:

    • Consumers generally favor advertising by physicians.
    • Newspaper and professional magazines are preferred over television, radio, billboards, telephones, direct mail, and popular magazines.
    • Most consumers have not seen physician advertising, but those who have predominantly recall seeing it in newspapers.

    Conclusions:

    • Newspapers and professional magazines are the most appropriate and preferred media for physician advertising.
    • Healthcare marketers should consider these channels for greater consumer engagement.
    • Further research could explore the content and effectiveness of physician advertisements in preferred media.