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Media Influence on Consumer Choice: Hospitals & Urgent Care Centers

Published by: Ad-ology

Published: Apr. 15, 2009 - 59 Pages


Table of Contents


I. Executive Summary

II. Survey Findings

III. Consumer Spending

IV. Methodology+Definitions

TABLE OF FIGURES

1. Percentage of U.S. Adults That Have Used the Internet to Research Topics Related to Hospitals or Urgent

Care Centers Recently

2. Percentage of U.S. Adults That Have Had a Visit to a Hospital or Urgent Care Center Recently

3. Demographic Analysis of U.S. Adults That Have Had a Visit to a Hospital or Urgent Care Center Recently

4. Percentage of U.S. Adults That Have Had a Triggering Event Prompting a Hospital or Urgent Care Center

Visit Recently

5. Factors that are Most Important in Purchase or Location of Purchase of Hospital or Urgent Care Center

Visitors (U.S. Adults 18+)

6. Factors that are Most Important in Purchases for Hospital or Urgent Care Center Visitors by Age

7. Factors that are Most Important in Purchases for Hospital or Urgent Care Center Visitors by Gender

8. Factors that are Most Important in Purchases for Hospital or Urgent Care Center Visitors by Race

9. Factors that are Most Important in Purchases for Hospital or Urgent Care Center Visitors by U.S. Region

10. Demographic Analysis of U.S. Hospital or Urgent Care Center Visitors Who Consider Price More Important

than Quality

11. Percentage of U.S. Adults That Are Somewhat or Significantly Influenced by Online Media

12. U.S. Hospital or Urgent Care Center Visitors (18+) Somewhat or Significantly Influenced by

Information/Advertising from Online Media

13. Demographic Analysis of U.S. Hospital or Urgent Care Center Visitors Influenced by Website Content or

Advertising

14. Demographic Analysis of U.S. Hospital or Urgent Care Center Visitors Influenced by Other Online Media

15. Percentage of U.S. Adults That Are Somewhat or Significantly Influenced by Social Media

16. U.S. Hospital or Urgent Care Center Visitors (18+) Somewhat or Significantly Influenced by

Information/Advertising from Social Media

17. Demographic Analysis of U.S. Hospital or Urgent Care Center Visitors Influenced by Social Media

18. Demographic Analysis of U.S. Hospital or Urgent Care Center Visitors Influenced by Social Media

19. Percentage of U.S. Adults That Are Somewhat or Significantly Influenced by Traditional Media

20. U.S. Hospital or Urgent Care Center Visitors (18+) Somewhat or Significantly Influenced by

Information/Advertising from Traditional Media

21. Demographic Analysis of U.S. Hospital or Urgent Care Center Visitors Influenced by Traditional Media

22. Percentage of U.S. Hospital or Urgent Care Center Visitors (18+) who consider Sports Marketing Somewhat

or Very Important

23. Demographic Analysis of Hospital or Urgent Care Center Visitors who consider Sports Marketing Somewhat

or Very Important

24. Percentage of U.S. Hospital or Urgent Care Center Visitors (18+) who consider Cause Marketing Somewhat

or Very Important

25. Demographic Analysis of Hospital or Urgent Care Center Visitors who consider Cause Marketing Somewhat

or Very Important

CONSUMER SPENDING FIGURES

1. 2007 U.S. TV Market Comparison of Consumer Spending on Hospital room and services (Estimated Total

per Market)

2. 2007 U.S. TV Market Comparison of Consumer Spending on Hospital room and services (Estimated Average

Per Household per Market)

3. 2007 U.S. Consumer Spending on Hospital room and services by Life Stage Cluster

4. 2007 U.S. TV Market Comparison of Consumer Spending on Health Care (Estimated Total per Market)

5. 2007 U.S. TV Market Comparison of Consumer Spending on Health Care (Estimated Average Per

Household per Market)

6. 2007 U.S. Consumer Spending on Health Care by Life Stage Cluster

Abstract

An aging population translates to a growing demand for medical care. Approximately 13% of U.S. adults researched topics related to hospitals or urgent care centers online recently.

Online and social media influenced many respondents who recently visited a hospital or urgent care center. These statistics can help providers target a younger demographic, a large percentage of which were in search of maternity services. While the older demographics may be more lucrative currently, the value of building brand loyalty among younger consumers is high.

The report includes extensive detail on the level of influence 21 different types of online and traditional media had on hospital/urgent care center choice. Online media covered: Email, Health Web sites, Hospital/Urgent Care Center Web sites, News Web sites, Online Yellow Pages, Search Results, Sports Web sites, Online Video. Social media types covered: Blogs, Forums, Negative Comments, Positive Comments, Product Reviews, Social Networks. Traditional media types covered: Direct Mail, Magazine, Newspaper, Out-of-Home, Radio, Television, Yellow Pages.

Many factors play a role in how consumers choose a hospital or urgent care center and the report examines the importance of factors like quality of care, specialty of care, and reputation.

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