Yank Veronica, Tribett Erika, Green Lydia, Pettis Jasmine
General Medical Disciplines, Stanford University School of Medicine, Stanford, USA.
General Medical Disciplines, Stanford University School of Medicine, Stanford, USA.
Patient Educ Couns. 2015 Aug;98(8):1025-34. doi: 10.1016/j.pec.2015.02.016. Epub 2015 Mar 14.
To adapt marketing approaches in a health services environment.
Researchers and advertising professionals partnered in developing advertising-style messages designed to activate patients pre-identified as having chronic kidney disease to ask providers about recommended medications. We assessed feasibility of the development process by evaluating partnership structure, costs, and timeframe. We tested messages with patients and providers using preliminary surveys to refine initial messages and subsequent focus groups to identify the most persuasive ones.
The partnership achieved an efficient structure, $14,550 total costs, and 4-month timeframe. The advertising team developed 11 initial messages. The research team conducted surveys and focus groups with a total of 13 patients and 8 providers to identify three messages as most activating. Focus group themes suggested the general approach of using advertising-style messages was acceptable if it supported patient-provider relationships and had a credible evidence base. Individual messages were more motivating if they elicited personal identification with imagery, particular emotions, active patient role, and message clarity.
We demonstrated feasibility of a research-advertising partnership and acceptability and likely impact of advertising-style messages on patient medication-seeking behavior.
Healthcare systems may want to replicate our adaptation of marketing approaches to patients with chronic conditions.
在医疗服务环境中调整营销方法。
研究人员与广告专业人士合作，制定广告风格的信息，旨在促使预先确定患有慢性肾病的患者向医疗服务提供者询问推荐药物。我们通过评估合作结构、成本和时间框架来评估开发过程的可行性。我们使用初步调查对患者和医疗服务提供者进行信息测试，以完善初始信息，随后通过焦点小组来确定最具说服力的信息。
合作实现了高效的结构，总成本为14,550美元，时间框架为4个月。广告团队制定了11条初始信息。研究团队对总共13名患者和8名医疗服务提供者进行了调查和焦点小组讨论，以确定三条最具促动性的信息。焦点小组的主题表明，如果广告风格的信息能支持患者与医疗服务提供者的关系且有可靠的证据基础，那么采用这种一般方法是可以接受的。如果个人信息能通过图像、特定情感、积极的患者角色和信息清晰度引发个人认同，那么这些信息会更具激励性。
我们证明了研究 - 广告合作的可行性以及广告风格信息对患者寻求药物行为的可接受性和可能影响。
医疗保健系统可能希望复制我们对慢性病患者营销方法的调整。
