A Survey of Customers and Non-Customers of Chiropractic Services

Journal of Medical Marketing

Freeman

2017

The purpose of this study is to investigate current attitudes and opinions about chiropractors' advertising and to compare them to the attitudes expressed eight years ago. This study was designed to determine (a) consumers' attitudes toward advertising by chiropractors, (b) which media consumers feel are appropriate for chiropractors' advertising, (c) whether consumers are seeing chiropractors' advertising, and (d) if so, through which media. It replicates a survey conducted in 2008 and uses a very similar questionnaire and the same general population to compare responses longitudinally. Both the 2008 and 2016 respondents agreed that the public would be provided useful information through advertising by chiropractors, and both groups also believed it is proper for chiropractors to advertise. The study seems to confirm the belief of many marketing professionals that advertising and marketing clearly have a place in the future of health-care services.

Section: Background and General Research Questionsmentioning

confidence: 99%

An empirical analysis of the public’s attitudes toward advertising chiropractic services: A comparative cross-sectional study

Journal of Medical Marketing

Freeman

2017

“…While the attitude of health care professionals and physicians toward advertising is mixed, and the attitude of most state regulators has generally been negative, the attitude of consumers has historically been fairly positive (Hekmat & Heischmidt, 1991). Since professional advertising became commonplace after the Bates decision, there have been many professional association sponsored and academic studies designed to measure consumers' and health care providers' attitudes toward advertising.…”

Section: Advertising and Health Care Professionalsmentioning

confidence: 99%

An empirical analysis of ethical and professional issues in physicians’ advertising: A comparative cross-sectional study

Health Marketing Quarterly

Stevens

Loudon

2016

The purpose of this study is to investigate current attitudes and opinions of physicians' advertising and to compare them to the attitudes expressed 10 years previously. This study was designed to determine (a) consumers' attitudes toward advertising by physicians, and (b) whether age, occupation, income, education, or sex of consumer accounted for any significant difference in attitudes toward physicians who advertise. The study seems to confirm the belief of many marketing professionals that advertising and marketing do not have a place in the management and operation of professional services.

“…28 While the attitude of health-care professionals toward advertising is mixed, and the attitude of most state regulators has generally been negative, the attitude of consumers has historically been fairly positive. 29 Today, professional advertising has become commonplace, and there have been many academic studies and studies sponsored by professional associations designed to measure the attitude of the public and health-care providers toward advertising. The results of a study conducted by Moncrief and Bush revealed that the public felt advertising by professionals was somewhat helpful in making a decision about healthcare providers.…”

Section: Background and General Research Questionsmentioning

confidence: 99%

How the public views hospital advertising: An empirical analysis

Journal of Medical Marketing

Freeman

2011

This article represents the responses of 430 individuals to a mail survey examining views concerning advertising by hospitals. Historically, most professions prohibited licensed members from engaging in speech activities that proposed a commercial transaction, that is, advertising. However, the history of a hospital's legal right to advertise is not the main focus of this article. A brief review of the past, present, and possible future of such rights might assist readers in understanding the revolutionary constitutional and commercial speech changes that have occurred over the past three decades. A hospital's legal right to advertise has developed as part of the evolutionary interpretation of the First Amendment of the US Constitution. The purposes of this study were to determine (a) the public's attitudes toward advertising by hospitals and (b) whether age, education, gender, marital status, number of children in household, occupation, race, and total family household income of an individual accounted for any significant differences in attitudes regarding hospitals that advertise.