Health Marketing Quarterly最新文献

Amplification of informational social media posts are crucial for disseminating tobacco control messages as part of an integrated behavior change strategy. Our study explores the amplification effectiveness of fear-based, trust-based, and linguistically complex framing for tobacco control appeals from credible sources and in general. Analyzing 42,261 tweets from 102 accounts using natural language processing techniques, we found fear-based (38.75%) and complex appeals (31.53%) increased retweets, while trust-based decreased them (-37.28%). Credible sources amplified trust-based (58.98%) and fear-based (69.58%) appeals but reduced the amplification of complex messages (-11.01%). Consequently, we highlight the need for strategic framing of tobacco control messages for greater impact.

Encouraging clinical trial participation remains a critical endeavour despite sustained efforts. This research aims to introduce a novel approach to promoting clinical trial participation, leveraging existing participants as advocates for others to participate. The study analysed 166 survey responses from Australian clinical trial participants. The results demonstrate that enhanced rapport between clinical trial participants and trial staff and technical quality are significantly associated with increased advocacy among current trial participants. Additionally, potential variations in these relationships concerning trial type, participant age, and sex are explored. This research on health marketing suggests that strategies for recruiting new participants should leverage patient advocacy, which is fostered by strong patient-staff rapport and perceived technical quality. Significant health marketing implications emerge, indicating that campaigns and trial experiences must be tailored to account for variations in how rapport and technical quality influence advocacy, based on factors such as patient sex, age, and trial type.

Segmentation avoids "one size fits all" approach acknowledging that people differ in their needs and wants. This study applied segmentation during co-design to develop ideas for a healthy eating program for Australian Defence Force (ADF) personnel. Three co-design sessions were conducted with 73 ADF trainees to uncover segment-preferred solutions to encourage healthy eating. The segments provided different co-designed programs emphasising the need for tailored strategies. This study demonstrates how segmentation can be built into co-design process and the segmented preferences for a healthy eating program. The findings confirm that segmentation should be applied in health marketing ensuring effective resource allocation.

Healthcare workers are facing unprecedented work pressure due to the workload owing to the increase in lifestyle diseases. Artificial Intelligence (AI) is coming to help the healthcare industry by complementing healthcare workers. AI is finding applications in various domains of healthcare. Customer adoption of AI is one of the critical elements of the success of AI implementation in healthcare. The authors are trying to determine the essential factors affecting customer adoption of AI in healthcare. The authors have developed a conceptual framework for customer adoption of AI in healthcare using the Unified Theory of Acceptance and Use of Technology (UTAUT), privacy concerns, creepiness, and trust to build a framework that addresses the new aspect of AI-based solutions adoption. Structural Equation Modelling (SEM) and Multi-group Analysis (MGA) were used for data analysis. Performance expectancy, privacy concerns, trust, and social influence were the essential factors affecting customer adoption of AI in healthcare.

Globally, healthcare systems face strain from inappropriate consumer care-seeking behaviors, and solutions are needed to direct them to appropriate care avenues, including self-management. The Healthdirect Australia 24/7 National Coronavirus Helpline was established to provide telephone health advice and triage. This study evaluates the helpline's performance, consumer satisfaction, and influence on care-seeking behaviors. Using an online survey and telephony metrics, data from 329 survey respondents and 94,494 calls were analyzed. Results showed efficient service with most calls answered within 48 seconds and a low call abandonment rate of 4%. The average call length was 7 min and 13 s. Consumer satisfaction was high, with 71% rating it as high or very high. The helpline influenced health-seeking behaviors positively, (χ² (1, N = 943) = 89.0, p < .0001) with a 35% increase in self-management, a 12% reduction in unnecessary emergency department visits, and a 5% reduction in emergency services calls. Further research is needed to assess the long-term impact of this care model.

Aim: Consumer-focused behavioral frameworks can guide mobile health (mHealth) solution development, yet their application in specialized healthcare contexts remains understudied. This research gathered key stakeholder insights to inform both development and marketing strategies for mHealth solutions supporting patients undergoing bariatric surgery.

Methods: Semi-structured interviews were conducted with patients (n = 16) and dietitians (n = 24) using an interview guide aligned with behavioral frameworks (the Fogg Behavior Model and Hook Model). Participants were recruited through professional networks and social media platforms. Interviews were analyzed using deductive and inductive approaches to identify market segments and health marketing implications.

Results: Analysis revealed three distinct market segments requiring tailored marketing strategies: recovery phase (early recovery, adaptation, maintenance), healthcare setting (private versus public), and stakeholder type (patients versus providers). Recovery phase segmentation revealed evolving consumer needs: early-recovery patients prioritized education, adaptation-phase patients focused on routines, and maintenance-phase patients sought sustainable behavior change features. Private healthcare stakeholders demonstrated higher willingness to pay for comprehensive features, while public healthcare required institutional approaches. Patients prioritized integrated functionality and user experience, whereas dietitians emphasized clinical safety and evidence-based content.

Conclusion: Findings translate into practical marketing implications including phase-specific targeting, dual stakeholder engagement strategies, and equity-centered approaches that address healthcare disparities. This study highlights limitations in existing behavioral frameworks when applied to healthcare contexts and identifies key areas where adaptations are needed, particularly around healthcare provider endorsement and balancing engagement with clinical appropriateness. The findings point toward the need for specialized mHealth marketing approaches that can navigate between commercial objectives and healthcare requirements.

Fortified foods and beverages (FFBs) play a pivotal role in addressing nutritional deficiencies amid evolving dietary preferences in India. This research aims to explore Indian consumer perceptions of FFBs, emphasizing factors influencing adoption. To understand FFB acceptance in India's culturally diverse and nutritionally varied context, the study integrated two influential consumer behavior models-the Health Belief Model and the Theory of Planned Behavior. Structural equation modeling was employed for data analysis, with online questionnaires collected from 421 FFB consumers. Factors like perceived susceptibility, perceived severity, perceived benefit, subjective norms, perceived behavioral control, and health consciousness were considered. All factors except perceived barrier significantly influenced behavioral intention to use FFBs. Moderating variables like age, gender, and income provided additional insights. The research outcomes offer valuable guidance to industry stakeholders, policymakers, and nutrition advocates, aiming to enhance nutritional standards and public health by encouraging FFB adoption in India.

Sustaining telehealth uptake hinges on people's desire and ability to effectively engage with it. We explored trust and confidence in telehealth delivered by medical and allied health using cross-sectional survey of 1,116 Australians. Descriptive analysis presented factors that would improve trust and confidence in telehealth cross-tabulated with video consultation experience. Inferential statistics compared levels of trust in medical and allied health telehealth with user-related variables. Trust in medical telehealth was higher than in allied health, but practice with video calls, experience with high-quality telehealth, and good internet were associated with greater levels of trust in both groups. Telehealth with a known health professional and no additional costs were top-ranked factors to improve trust and confidence. Participants confident in troubleshooting trusted telehealth more. This first cross-sectional study on trust and confidence in telehealth suggests that digital upskilling and promoting quality video consultations can potentially enhance telehealth adoption.

Compliance with COVID-19 preventive behaviours together with the urgency to contain the virus underscored the need for rapid yet effective public health massaging. While messages aimed to inform and protect the public, the evolving situation often precluded the use of theoretically-based and empirically-informed approaches. This study aimed to analyse the presence and prevalence of belief-based constructs and strategies known to foster behaviour change embedded within Australian Government communications regarding compliance with QR code check-in behaviour during the COVID-19 pandemic using the Theory of Planned Behaviour as a guiding framework. Six belief codes and five behaviour change techniques were identified in 17 communication messages. Findings highlight the use of potentially effective strategies in the messages to change behaviour; for example, drawing on attitudinal and self-efficacy beliefs. Yet, results identified gaps, such as a lack of strategies to highlight normative influences and build habits that can inform future messaging and pandemic preparedness.