兽医的客户更喜欢以利益为中心的在线沟通,而诊所网站不经常传达预防护理服务的好处
Katja A Sutherland1, Jason B Coe1, Kassandra Blais-Vaillancourt1
11Department of Population Medicine, Ontario Veterinary College, University of Guelph, Guelph, ON, Canada.
Journal of the American Veterinary Medical Association
|November 2, 2024
概括
兽医客户更喜欢强调物好处的沟通,而不是服务功能. 兽医网站应该强调改善客户参与预防护理服务的好处.
科学领域:
- 兽医传播策略 兽医传播策略
- 客户参与动物卫生保健.
- 预防性兽医学 预防性兽医学
背景情况:
- 在兽医服务中,客户对价值沟通的偏好尚不清楚.
- 兽医诊所的网站可能与客户对预防护理信息的偏好不一致.
研究的目的:
- 探索客户对如何以书面形式传达价值的偏好.
- 评估客户偏好与兽医网站预防性护理沟通之间的一致性.
主要方法:
- 一个调查问卷评估了客户对以福利为重点而不是以功能为重点的沟通对高级物查的偏好.
- 兽医诊所的网站被分析为与跳/预防,心预防,牙清洁和高级血液检查相关的沟通策略.
主要成果:
- 58%的客户更喜欢以利益为中心的沟通来进行高级物查.
- 以利益为中心的沟通增加了讨论查的可能性.
- 网站分析显示,与特征 (13.3%) 和功能 (10.5%) 相比,对物福利 (6.4%) 和客户福利 (1.0%) 的沟通有限.
结论:
- 兽医诊所网站有机会通过强调预防性护理服务的好处来提高客户参与度.
- 将在线通信与客户偏好调整为以利益为中心的消息传递,可以提高对预防性兽医的参与度.
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