RESUMO
Research has yet to consider the relationship between the older consumers' information search and their use of health care innovations, despite suggestions that such a characterization may prove useful to marketing practitioners. In this investigation of a national sample of autonomous elderly consumers, distinct patterns of information search behavior are observed which distinguish adopters from nonusers of a pair of health care innovations. Implications for marketing health care innovations are discussed.
Assuntos
Serviços de Informação/estatística & dados numéricos , Marketing de Serviços de Saúde/métodos , Ciência de Laboratório Médico/estatística & dados numéricos , Aceitação pelo Paciente de Cuidados de Saúde/estatística & dados numéricos , Autocuidado/estatística & dados numéricos , Idoso , Difusão de Inovações , Estudos de Avaliação como Assunto , Análise Fatorial , Pesquisa sobre Serviços de Saúde/métodos , Humanos , Serviços de Informação/classificação , Marketing de Serviços de Saúde/estatística & dados numéricos , Análise Multivariada , Medicamentos sem Prescrição/uso terapêutico , Inquéritos e Questionários , Estados UnidosRESUMO
The rise of generic alternatives to branded over-the-counter products in the U.S. posits new strategic positioning challengers to marketers. Health care marketers who employ an "imitation strategy" have captured market share by emulating market leaders' product attributes. This implicitly calls for an understanding of the influence that consumers' product perceptions have on their choice of OTC offerings. This study investigates the influence of an elderly sample's perceptions of generic OTC characteristics on their adoption behavior.
Assuntos
Comportamento do Consumidor/estatística & dados numéricos , Medicamentos Genéricos/uso terapêutico , Automedicação/psicologia , Idoso , Análise de Variância , Comportamento de Escolha , Indústria Farmacêutica/economia , Humanos , Análise Multivariada , Automedicação/estatística & dados numéricos , Fatores Socioeconômicos , Inquéritos e Questionários , Estados UnidosRESUMO
The elderly are the prime users of all medication and especially self-medication using Over-the-Counter (OTC) drugs. This group also has the greatest risk from misuse or interaction of multiple medications. To minimize the risk, information about OTC consumption must be provided to the elderly. This research reports on the importance of various information sources to light and heavy users of OTC medications among the elderly and an evaluation of those information sources with respect to perceived expertise, credibility, understandability and relevance. Communication strategies are suggested for reaching this at-risk group.
