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Health Marketing Quarterly

Hyojung Park, Shelly Rodgers, Jane A McElroy, Kevin Everett
The authors examined the influence of social media involvement on health issues in sexual and gender minorities (SGMs). Demographic and technological characteristics of social media users and nonusers were identified, and the influence of social media involvement on these factors was assessed for its potential to influence health information needs and preferences. A survey of 2,274 SGM individuals revealed that age, sexual orientation, number of Internet access points, and use of smartphones predicted levels of social media involvement...
May 3, 2017: Health Marketing Quarterly
Sandra Zwier
Websites from medical specialist providers are becoming increasingly marketing oriented, but there exists a paucity of empirical research on the effects. This experimental study explored effects of exposure to real websites from medical specialist providers among Dutch adults under physician gatekeeper arrangements. Exposure led to a stronger intention to seek treatment from the specialist provider and motivation to rely on the providers' claims. Weaker to absent effects were found for intention to question the physician gatekeeper's referral and this was chiefly motivated by the belief that "the doctor knows best...
May 3, 2017: Health Marketing Quarterly
Jin Seong Park, Ho-Young Anthony Ahn, Eric John Haley
Based on a survey of prescription drug users (N = 408), this study revealed that: (a) the frequency of consumers' personal experience of prescription medicine adverse reactions negatively related to the extent of their optimistic bias about the chances of such events, (b) consumers' perceived personal control over adverse reactions positively related to optimistic bias, and (c) optimistic bias related more negatively to intentions to seek risk information when consumer skepticism toward direct-to-consumer advertising was high...
April 2017: Health Marketing Quarterly
Marla B Royne, Christine M Kowalczyk, Marian Levy, Alexa K Fox
Childhood obesity is a significant public health concern, and scholars and academicians have proposed the use of successful marketing and advertising tactics as a means of influencing healthy behaviors. This research investigates product placement to assess its potential effects on attitudes and behavior when utilized in an animated children's television show. Results from an experiment suggest that multiple product placements may affect children's attitudes toward certain drinks, but also suggest that a child's existing favorite drink is a stronger predictor of actual beverage choice...
April 2017: Health Marketing Quarterly
Theresa C Brown, Bridget M Miller, Bailey M Adams
The benefits of intrinsic exercise motivation are well recognized, yet extrinsically focused group-fitness class names/descriptions dominate the fitness industry. To explore the impact of how fitness classes are marketed, women (N = 389) were asked to indicate their preference for either intrinsically or extrinsically focused fitness classes based on title/description. Participants who favored intrinsic class names/descriptions were more likely to report greater interest/enjoyment, perceived competence, and greater effort and report exercising for health/fitness-related reasons...
April 2017: Health Marketing Quarterly
Polly J Davenport, Stephen J O'Connor, Jeffery M Szychowski, Amy Y Landry, S Robert Hernandez
This study examines patient perceptions of emergency department wait times and inpatient experiences. For many hospitals across the United States, the emergency department (ED) is now the "front door"; therefore, understanding the impact of ED experience on the inpatient experience is critical for leaders managing these complex settings today. Results showed statistically significant relationships between a very good ED experience and a very good inpatient experience. Perceived wait times in the ED, more so than actual ED wait times, served as a predictor of a very good ED rating as well as a very good rating of the inpatient experience...
April 2017: Health Marketing Quarterly
Elyria Kemp, Sonja Martin Poole
Building relationships with patients to create patient-centered care is critical to the success of health care organizations. A core element in relationships is commitment. Commitment may be based on affect and emotions, perceived costs, and even obligation. This research proposes that three types of commitment-affective, continuance, and normative commitment-differentially impact consumer purchase loyalty, attitudinal loyalty, and advocacy for a health care provider. To examine the impact of commitment type on consumer relationships, exploratory data were garnered and surveys were administered...
April 2017: Health Marketing Quarterly
David Agogo, Fatima Hajjat, George R Milne, Charles D Schewe, Bruce Perrott
It has been observed that subjective age (SA) often trails chronological age, especially in older adults. In a previously published article, we argued that differences in individual's SA is a function of their level of activity on biological, mental, and social dimensions. This article empirically tests this proposition using a newly created Subjective Aging Index (SAI). The SAI is related to SA above the effect of age with differences existing across age groups and sex. The findings contribute to the literature on successful aging strategies with important implications for health care practitioners, marketers, and individuals heading towards older adult years...
January 2017: Health Marketing Quarterly
Michael Matthews, Cara Peters, Stephanie Lawson
Hospice and palliative care is a recent, but fast growing, industry in healthcare. Demographics suggest that hospice care will only increase. The purpose of this article is to examine strategic marketing initiatives hospice organizations currently employ. Data were collected at a hospice regional conference, capturing opinions from hospice organizations located in North and South Carolina. The results show that many hospice organizations do not have a dedicated marketing staff person, have a limited marketing budget, do not fully utilize all strategic planning tools, and have yet to differentiate themselves via branding...
January 2017: Health Marketing Quarterly
Annamaria Esposito
The article investigates if, and in affirmative case how, Italian hospitals are managing corporate brand communication. Thanks to results of qualitative research, this article offers insights on Italian hospital branding. The pilot study based in the case method is to be considered a starting point for wider investigations on this topic, and it is useful for managers and practitioners who want to understand the role of corporate brand in hospital communication management and to connect health care professionals with the audience in a meaningful way in those countries in which the health care system is a mix of both public and private institutions...
January 2017: Health Marketing Quarterly
Erin Willis
Direct-to-consumer (DTC) advertising saturates popular health magazines, communicating persuasive messages to readers that may influence attitudes and behaviors. This research used a two-prong approach to investigate the visual elements used in DTC advertising and their influence on consumers' understanding of a disease and its treatment options. An analysis was conducted of DTC advertisements (N = 62) from a population sample of Arthritis Today magazine, 2000-2010. Three panels of people with arthritis were used to validate the findings and discuss implications for health literacy...
January 2017: Health Marketing Quarterly
Julie L Norton, Maria M Raciti
Primary caregivers of very young children are subject to excessive and often disparate information regarding the instilling of healthful eating behaviors. Our study focuses on the integration of the operant resources of primary caregivers (i.e., their knowledge and modeling skills) and that of their very young children (i.e., their self-regulation of energy intake and food preferences) to co-create healthful eating behaviors as a measure to curb overweight and obesity in adulthood. Our two-stage qualitative study makes original contributions demonstrating that primary caregivers' efforts to co-create healthful eating behaviors with their very young children are adversely affected by information overload...
October 26, 2016: Health Marketing Quarterly
Cathleen O Erwin, Ashley M Dias
The study employs a dialogic public relations framework to explore the utilization of the Internet for fundraising by nonprofit health care organizations-specifically, NCI-designated cancer centers. Cancer centers have been noted for effective websites and for being highly engaged in fundraising, which is characterized as relationship marketing. Results indicate all but one cancer center use websites and social media for fundraising but are limited in capacity for two-way symmetrical dialogue. Results are discussed and recommendations are made for future research...
October 2016: Health Marketing Quarterly
Marla B Royne, Stephanie S Ivey, Marian Levy, Alexa K Fox, Susan L Roakes
Thirty years ago, nearly half of the children in the United States walked or rode their bikes to school. Today, less than 15% of children actively commute to school. With the growing obesity epidemic, encouraging children to walk or bike to school has become a national priority. This research examines factors that influence parental decisions allowing their children to walk to school in an urban environment to identify effective marketing and communication strategies to reach those parents. Results indicate differences in parental perspectives across populations; suggestions for effectively marketing the Safe Routes to School program to minority populations are provided...
October 2016: Health Marketing Quarterly
Sun-Young Park, Eun Go
This study focuses on how young people with differing levels of involvement seek and evaluate information about the human papillomavirus online. The results, which are drawn from an experiment and a self-administered survey, suggest that compared to people with a low level of involvement, people with a high level of involvement engage in more information search activity. The results also indicate that those with a high level of involvement in a given subject place a higher value on a website's message features than on its structural features...
October 2016: Health Marketing Quarterly
Kathryn J Aikin, Helen W Sullivan, Amie C O'Donoghue, Kevin R Betts
Information on the effects of promotional offers in direct-to-consumer prescription drug ads is limited. In two studies, we examined the effect of promotional offers (e.g., money-back guarantee) and ad type (creating prescription and over-the-counter drug ads by varying the presence of benefit and risk information). We found little effect of promotional offers. Adding benefit (risk) information to the ad increased consumers' knowledge of the benefit (risk) information and their efficacy (risk) perceptions. In most cases, adding risk information to an ad with benefit information increased risk knowledge and perceptions without decreasing benefit knowledge or perceptions...
October 2016: Health Marketing Quarterly
Yujie Jack Wei, Beheruz N Sethna
Obesity is a serious concern from a personal and public health perspective. This research examines the effects of consumer cognitive overweight status (COS) on food choice. The results show that COS is a significant predictor of consumer food choices, and gender, age, and education differences are found. While the literature shows that many years of efforts by the public and private sectors do have positive influences on consumer food choices, more efforts should be made to help the public engage in weight control behaviors...
October 2016: Health Marketing Quarterly
Lisa Schuster, Krzysztof Kubacki, Sharyn Rundle-Thiele
Increases in childhood obesity have coincided with declines in active transportation to school. This research builds on largely atheoretical extant literature examining factors that influence walk-to-school behavior through application of the theory of planned behavior (TPB). Understanding caregivers' decision for their child to walk to/from school is key to developing interventions to promote this cost-effective and accessible health behavior. The results from an online survey of 512 caregivers provide support for the TPB, highlighting the important role of subjective norms...
October 2016: Health Marketing Quarterly
Evan K Perrault
No studies have assessed prospective patients' opinions regarding physician introductory videos despite their increasing prevalence. Therefore, a within-subjects experiment randomly exposed participants to five physician video biographies featuring primarily either personal or professional information. Participants' attitudes were measured. They also selected the physician they would want to visit. Participants chose physicians with whom they perceived the greatest similarity, and indicated greater ease choosing physicians when exposed to biographies containing personal information...
October 2016: Health Marketing Quarterly
Lea Pounds
The Centers for Disease Control and Prevention, Association of Schools and Programs of Public Health, and the Council on Linkages Between Academia and Public Health Practice have emphasized the increasing need to train the public health workforce in social marketing. With only 21 U.S. academic institutions offering course work in social marketing and only four institutions offering degrees in social marketing there is a gap between what academic institutions are offering and these recommendations (Kelly, 2013 )...
October 2016: Health Marketing Quarterly
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