Measuring advertising effectiveness in primary health care settings.
ISSUE ADDRESSEDThe effectiveness of various advertising strategies for a primary health care service.METHODSTwo methods of data collection were employed: telephone interviews were conducted with a random sample of the Greater Bunbury Area population, and reception staff of Bunbury Primary Health Ser...
| Publicado en: | Health Promotion Journal of Australia Vol. 12; no. 2; pp. 167 - 170 |
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| Autores principales: | , , |
| Formato: | research tables/charts Journal Article |
| Publicado: |
Wiley-Blackwell
2001 Aug
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ccm&AN=106856907&site=ehost-live header: @attributes: shortDbName: ccm uiTerm: 106856907 longDbName: CINAHL Complete uiTag: AN controlInfo: bkinfo: dissinfo: jinfo: jid: 10361073 GXU jtl: Health Promotion Journal of Australia issn: 10361073 maglogo: N pubinfo: dt: 2001 Aug vid: 12 iid: 2 pid: 480 pub: Wiley-Blackwell place: Malden, Massachusetts artinfo: ui: 106856907 106856907 2003103766 106856907 ppf: 167 ppct: 3 formats: tig: atl: Measuring advertising effectiveness in primary health care settings. aug: au: Manning T Gregg C James R affil: Banbury Primary Health Services, Hudson Road, Banbury WA 6230, Australia; tanya.manning@health.wa.gov.au sug: subj: Advertising Primary Health Care Adult Aged Descriptive Statistics Female Interviews Male Middle Age Random Sample Survey Research Surveys Telephone Western Australia Human Adult: 19-44 years Aged: 65+ years Middle Aged: 45-64 years Female Male ab: ISSUE ADDRESSEDThe effectiveness of various advertising strategies for a primary health care service.METHODSTwo methods of data collection were employed: telephone interviews were conducted with a random sample of the Greater Bunbury Area population, and reception staff of Bunbury Primary Health Services collected data from clients attending the service.RESULTSTwenty-two per cent of the telephone sample were able to correctly list one or more programs offered by Bunbury Primary Health Services. The most effective medium for advertising was word of mouth and free local newspapers. Data collected by reception staff supported these results: the most effective form of advertising identified was word of mouth, followed by newspapers, recommendations from a child health nurse or general practitioner and fliers.CONCLUSIONSThis study indicates that free local newspapers are the most effective method of advertising for maintaining general awareness of primary health programs in Bunbury, Western Australia.SO WHAT?A literature search found no reports, published or unpublished, on the subject of marketing primary health programs or advertising effectiveness. This survey has assisted Bunbury Primary Health Services to make informed decisions regarding effective methods of advertising. The evaluation methodology can be easily used by other primary health care providers. pubtype: Academic Journal doctype: research tables/charts Journal Article ougenre: Article language: English refInfo: holdings: @attributes: islocal: N |
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