Exploring the Use of Persuasive System Design Principles to Enhance Medication Incident Reporting and Learning Systems: Scoping Reviews and Persuasive Design Assessment.

BACKGROUND: Medication incidents (MIs) causing harm to patients have far-reaching consequences for patients, pharmacists, public health, business practice, and governance policy. Medication Incident Reporting and Learning Systems (MIRLS) have been implemented to mitigate such incidents and promote continuous quality improvement in community pharmacies in Canada. They aim to collect and analyze MIs for the implementation of incident preventive strategies to increase safety in community pharmacy practice. However, this goal remains inhibited owing to the persistent barriers that pharmacies face when using these systems. OBJECTIVE: This study aims to investigate the harms caused by medication incidents and technological barriers to reporting and identify opportunities to incorporate persuasive design strategies in MIRLS to motivate reporting. METHODS: We conducted 2 scoping reviews to provide insights on the relationship between medication errors and patient harm and the information system-based barriers militating against reporting. Seven databases were searched in each scoping review, including PubMed, Public Health Database, ProQuest, Scopus, ACM Library, Global Health, and Google Scholar. Next, we analyzed one of the most widely used MIRLS in Canada using the Persuasive System Design (PSD) taxonomy-a framework for analyzing, designing, and evaluating persuasive systems. This framework applies behavioral theories from social psychology in the design of technology-based systems to motivate behavior change. Independent assessors familiar with MIRLS reported the degree of persuasion built into the system using the 4 categories of PSD strategies: primary task, dialogue, social, and credibility support. RESULTS: Overall, 17 articles were included in the first scoping review, and 1 article was included in the second scoping review. In the first review, significant or serious harm was the most frequent harm (11/17, 65%), followed by death or fatal harm (7/17, 41%). In the second review, the authors found that iterative design could improve the usability of an MIRLS; however, data security and validation of reports remained an issue to be addressed. Regarding the MIRLS that we assessed, participants considered most of the primary task, dialogue, and credibility support strategies in the PSD taxonomy as important and useful; however, they were not comfortable with some of the social strategies such as cooperation. We found that the assessed system supported a number of persuasive strategies from the PSD taxonomy; however, we identified additional strategies such as tunneling, simulation, suggestion, praise, reward, reminder, authority, and verifiability that could further enhance the perceived persuasiveness and value of the system. CONCLUSIONS: MIRLS, equipped with persuasive features, can become powerful motivational tools to promote safer medication practices in community pharmacies. They have the potential to highlight the value of MI reporting and increase the readiness of pharmacists to report incidents. The proposed persuasive design guidelines can help system developers and community pharmacy managers realize more effective MIRLS.

"Look After Each Other"- Ethical Concerns in the Use of Communicative Appeals to Solidarity in the Face of a Pandemic.

During the recent COVID-19 pandemic international organizations and national and local governments employed appeals to solidarity or "we-messages" for the purpose of encouraging the public to adopt mitigation measures and to help more vulnerable others. Since appeals to solidarity inherently aim to influence people's views and practices, they raise ethical concerns similar to concerns associated with health communication persuasive campaigns (e.g. respect for autonomy, personal responsibility, stigmatization) and concerns more specifically associated with appeals to solidarity (e.g. divisiveness). The first part of the paper introduces a conceptual distinction between two types of approaches to solidarity according to an instrumental or moral emphasis. Appeals to solidarity according to this distinction are illustrated with examples from the COVID-19 pandemic. The second part summarizes normative justifications and advantages for employing appeals to solidarity. The third part presents ethical concerns associated with appealing to solidarity in the time of a pandemic. Drawing on these concerns, the final part presents propositions for normative conditions for employing solidarity appeals in a time of a pandemic and notes the importance of research needed to identify additional ethical concerns and conceptions of solidarity in multicultural societies. It concludes with noting the importance of employing appeals to solidarity that go beyond mitigating the pandemic and of conducting a critical discourse on the mandate of the state to make "top-down" moral demands.

(In)tolerância como política: os discursos de direita e de esquerda no facebook / (In)tolerance as policy: the rightist and leftist discourses on facebook / (In)tolerancia como política: los discursos de la derecha y la izquierda en facebook

Este estudo tem como objetivo analisar traços da mentalidade potencialmente autoritária a partir do discurso de usuários do Facebook vinculados a páginas de cunho político autodeclarado de direita e de esquerda no Brasil. A Netnografia é utilizada como aporte metodológico para imersão on-line nas páginas "Eu era Direita e não sabia" e "Jovens de Esquerda", selecionadas por meio do Facebook Audience Insights, ferramenta disponibilizada pelo Facebook. Delas, foram extraídas oito postagens com maior engajamento (número de comentários, curtidas e compartilhamentos), identificadas pelo Netvizz. Foram coletados 3.489 comentários, os quais foram organizados em um corpus textual submetido ao software IRAMUTEQ e analisados sob a perspectiva da análise crítica imanente da teoria crítica. Como resultado, apresenta-se a forma como o pensamento autoritário se manifesta na racionalização da sociedade contemporânea e nas práticas discursivas em redes sociais on-line, enraizada no âmbito sociopolítico brasileiro, ameaçando o processo democrático e a construção de uma sociedade plural e liberta.(AU)

This study aims to analyze traits of the potentially authoritarian mentality from the speech of Facebook users linked to political pages self-declared as rightist and leftist in Brazil. Netnography is used as a methodological contribution for online immersion in the pages "Eu era Direita e não sabia" and "Jovens de Esquerda" selected via Facebook Audience Insights, a tool provided by Facebook. From these, eight posts with greater engagement (number of comments, likes and shares), identified by Netvizz, were extracted. We collected 3,489 comments, which were organized in a textual corpus submitted to IRAMUTEQ software and analyzed from the perspective of immanent critical analysis of Critical Theory. As a result, we present the way in which authoritarian thinking manifests itself in the rationalization of contemporary society and in discursive practices in online social networks, rooted in the Brazilian socio-political sphere, threatening the democratic process and the construction of a plural and free society.(AU)

Este estudio tiene como objetivo analizar las huellas de la mentalidad potencialmente autoritaria a partir de los discursos de usuarios en Facebook vinculados a páginas políticas autodeclaradas de derecha y de izquierda en Brasil. La netnografía se utiliza como marco metodológico para la inmersión en línea en las páginas "Eu era Direita e não sabia" y "Jovens de Esquerda", seleccionadas por Facebook Audience Insights, herramienta proporcionada por Facebook. Se extrajeron las ocho publicaciones con mayor compromiso (número de comentarios, gustos y compartidas), identificadas por Netvizz. Se recogieron 3.489 comentarios, los cuales fueron organizados en un corpus textual sometido al software IRAMUTEQ y analizado bajo la perspectiva del análisis crítico inmanente de la teoría crítica. Los resultados presentan la forma en que el pensamiento autoritario se manifiesta en la racionalización de la sociedad contemporánea y en prácticas discursivas en redes sociales en línea, arraigada en el ámbito sociopolítico brasileño, que amenazan el proceso democrático y la construcción de una sociedad plural y liberada.(AU)

Identifying effective message-framing techniques in behaviour change communication for healthy diets: An experimental study of promoting biofortified maize adoption in Ethiopia.

There is an increasing interest in using insights from behavioural economics and psychology to influence people's decisions. However, little is known as to how to leverage these insights to inform educational campaigns in the context of nutrition-sensitive agriculture. We help to fill this void by investigating the effect of framed messages (gain vs loss) in stimulating demand for nutritionally enhanced crops. We conducted a field experiment with 648 farmers and found the following key results. First, nutrition education stimulates demand for nutritionally enhanced crops among smallholder farmers. Without nutrition education, farmers are less likely to switch from producing conventional maize to nutritionally enhanced maize. Second, gain-framed messages are slightly more effective: they result in a higher willingness to pay for nutritionally enhanced maize than loss-framed messages. Third, motivational orientations and risk perceptions of individuals moderate the effect of the framed messages.

Lay theories of financial well-being predict political and policy message preferences.

People differ in their lay theories about how and why the financial well-being of individuals changes over time or varies between individuals. We introduce a measure of Causal Attributions of Financial Uncertainty-the CAFU scale-and find that such attributions can be described reliably along three distinct dimensions, respectively capturing the extent to which changes in financial well-being are perceived to be: (a) knowable and within individuals' control due to individual factors such as effort ("Rewarding"); (b) knowable and outside of individuals' control due to factors such as favoritism and discrimination ("Rigged"); and (c) inherently unpredictable and determined by chance events ("Random"). In a sample representative of the U.S. population on various demographic characteristics (N = 1,102), we find that differences in these beliefs are associated with political ideology, revealing a predicted pattern: conservatives scored higher on the Rewarding subscale and liberals scored higher on the Rigged and Random subscales, even when controlling for key demographics. Moreover, we find that these three dimensions predict responses to different policy messages, even when controlling for political ideology. In three preregistered experiments (combined N = 2,560), we observe increased support for various social welfare policies when we highlighted aspects of these policies that are compatible with people's beliefs about financial well-being. Likewise, we observe increased support for political candidates when they expressed their positions in a way that is compatible with people's beliefs. Thus, this work can help better understand drivers of political attitudes and guide in crafting more persuasive policy messages. (PsycInfo Database Record (c) 2022 APA, all rights reserved).

Effects of message framing on recruiting Rh-D-negative blood donors in an emergency situation: Two randomized trials.

OBJECTIVES: Prospect theory categorizes message framing according to whether it emphasizes a possible loss or a possible gain. Promotions of blood donation worldwide mainly focus on gain-framed appeal. The objective of the current study is to examine the effects of message framing on recruiting Rh-D-negative blood donors (RDNBDs) in an emergency situation. DESIGN: Two randomized trials. METHODS: In Study 1, 813 group O and 500 group B RDNBDs were randomly assigned to three groups receiving three different recruitment text messages: (1) gain-framed, (2) loss-framed, and (3) information messages. In addition, 613 group A and 148 group AB RDNBDs were marked as (4) no message group. In Study 2, 758 RDNBDs were randomly provided one of two versions of materials focusing on either the possible survival (gain-framed) or the death (loss-framed) of a Rh-D-negative patient needed a blood transfusion. These participants then completed a questionnaire to examine the possible mechanisms underlying the observed effects. RESULTS: Compared to not receiving any message, significantly more RDNBDs re-donated within 14 days after they received a loss-framed message. Study 2 found that RDNBDs who read the loss-framed material expressed more willingness to donate immediately than those who read the gain-framed material. RDNBDs with high-risk perception expressed a greater blood donation intention in the loss-framed group. The loss-framed message made participants perceive others' needs more strongly, which generated more empathy, and thus increased blood donation intention. CONCLUSIONS: The results suggested that recruiting RDNBDs using a loss-framed message is suitable under an emergency.

Um conhecimento encarnado e o ensino da psicologia social / An incarnate knowledge and social psychology teaching / Un conocimiento encarnado y la enseñanza de la psicología social

Este artigo tem como objetivo trabalhar com a concepção de "conhecimento encarnado" defendida por Ignácio Martín-Baró, estabelecendo relações entre este conceito e o campo da Psicologia Social. Num primeiro momento, fazemos uma pequena contextualização dos efeitos de uma greve universitária que durou quatro meses, considerando que os principais efeitos que devemos debater são aqueles que estão relacionados às experimentações do espaço educacional, assim como às ressonâncias das narrativas externas ao mundo universitário. Em seguida, mesclamos experiências do cotidiano da universidade com narrativas de diferentes atores sociais sobre a greve e a própria formação, a fim de desenvolver uma teoria analítica das práticas educacionais em Psicologia Social a partir de um diálogo com Ignácio Martín-Baró. Destacamos as três perguntas apresentadas pelo autor para problematizar a história da Psicologia Social: o que nos mantém unidos numa ordem social? O que nos integra à ordem estabelecida? O que nos libera da desordem estabelecida? Entre os diferentes conceitos criados pelo autor, privilegiamos a ideia de conhecimento encarnado, realidade vivida, realidade estudada e ação ideológica.(AU)

This article aims to work with the conception of "incarnate knowledge" defended by Ignácio Martin-Baró establishing relationships between this concept and the field of Social Psychology. At first, we briefly contextualize the effects of a strike in the university environment that lasted four months, considering that the main effects that we should debate are those related to experimentations of the educational space and the resonances of the external narratives in the university world. Then, we blended experiences of the university's quotidian with narratives of different social actors about the strike and the training itself to develop an analytic theory of the educational practices in Social Psychology from a dialog with Ignácio Martin-Baró. We highlight three questions presented by the author to challenge the history of Social Psychology: what holds us together in a social order? What integrates us into the established order? What frees us from the established disorder? Among the different concepts created by the author, we privileged the idea of incarnate knowledge, lived reality, studied reality, and ideological action.(AU)

Este artículo pretende trabajar con la concepción de conocimiento defendida por Ignácio Martín-Baró, estableciendo relaciones entre este conocimiento y el campo de la psicología social. En un primer momento, hacemos una pequeña contextualización de los efectos de una huelga universitaria, que tuvo una duración de cuatro meses, considerando que los principales efectos los cuales debemos debatir son aquellos que están relacionados con las experimentaciones del espacio educacional, así como las resonancias de las narrativas externas al mundo universitario. A continuación, mezclamos experiencias de un cotidiano de la universidad con narrativas de diferentes actores sociales sobre la huelga y la propia formación, con la finalidad de desarrollar una teoría analítica de las prácticas educacionales en la psicología social a partir de un diálogo con Ignácio Martin-Baró. Destacamos las tres preguntas presentadas por el autor para problematizar la historia de la psicología social: ¿Qué nos mantiene unidos en el orden social establecido? ¿Qué nos integra al orden establecido? ¿Qué nos libera del desorden establecido? Entre los diferentes conceptos creados por el autor, privilegiamos la idea de un conocimiento encarnado, realidad vivida, realidad estudiada y acción ideológica.(AU)

Co-design of a digital dietary intervention for adults at risk of type 2 diabetes.

BACKGROUND: Co-design has the potential to create interventions that lead to sustainable health behaviour change. Evidence suggests application of co-design in various health domains has been growing; however, few public-facing digital interventions have been co-designed to specifically address the needs of adults at risk of Type 2 diabetes (T2D). This study aims to: (1) co-design, with key stakeholders, a digital dietary intervention to promote health behaviour change among adults at risk of T2D, and (2) evaluate the co-design process involved in developing the intervention prototype. METHODS: The co-design study was based on a partnership between nutrition researchers and designers experienced in co-design for health. Potential end-users (patients and health professionals) were recruited from an earlier stage of the study. Three online workshops were conducted to develop and review prototypes of an app for people at risk of T2D. Themes were inductively defined and aligned with persuasive design (PD) principles used to inform ideal app features and characteristics. RESULTS: Participants were predominantly female (range 58-100%), aged 38 to 63 years (median age = 59 years), consisting of a total of 20 end-users and four experts. Participants expressed the need for information from credible sources and to provide effective strategies to overcome social and environmental influences on eating behaviours. Preferred app features included tailoring to the individual's unique characteristics, ability to track and monitor dietary behaviour, and tools to facilitate controlled social connectivity. Relevant persuasive design principles included social support, reduction (reducing effort needed to reach target behaviour), tunnelling (guiding users through a process that leads to target behaviour), praise, rewards, and self-monitoring. The most preferred prototype was the Choices concept, which focusses on the users' journey of health behaviour change and recognises progress, successes, and failures in a supportive and encouraging manner. The workshops were rated successful, and feedback was positive. CONCLUSIONS: The study's co-design methods were successful in developing a functionally appealing and relevant digital health promotion intervention. Continuous engagement with stakeholders such as designers and end-users is needed to further develop a working prototype for testing.

The influence of valence shifts in fear appeals on message processing and behavioral intentions: A moderated mediation model.

Newer approaches in health communication research indicate that understanding the flow of emotional experiences during exposure to fear appeals can clarify their persuasive effects. In a laboratory experiment, the impact of valence shifts during exposure to fear appeals on determinants of health-relevant behaviors were examined. Continuous response measurement allowed gathering real-time data about participants' experiences of valence shifts during exposure. Among the results, a shift from negative to positive valence promoted efficacy perceptions but only for people being personally affected by the health issue. Perceived efficacy, in turn, increased intentions to put recommended behaviors into practice. This suggests that inducing positive valence shifts in health messages improves their effectiveness, especially for relevant target groups.

The health-economy trade-off during the Covid-19 pandemic: Communication matters.

How do people balance concerns for general health and economic outcomes during a pandemic? And, how does the communication of this trade-off affect individual preferences? We address these questions using a field experiment involving around 2000 students enrolled in a large university in Italy. We design four treatments where the trade-off is communicated using different combinations of a positive framing that focuses on protective strategies and a negative framing which refers to potential costs. We find that positive framing on the health side induces students to give greater relevance to the health dimension. The effect is sizeable and highly effective among many different audiences, especially females. Importantly, this triggers a higher level of intention to adhere to social distancing and precautionary behaviors. Moreover, irrespective of the framing, we find a large heterogeneity in students' preferences over the trade-off. Economics students and students who have directly experienced the economic impact of the pandemic are found to give greater value to economic outcomes.

Assessment of Communication Strategies for Mitigating COVID-19 Vaccine-Specific Hesitancy in Canada.

Importance: Ensuring widespread uptake of available COVID-19 vaccinations, each with different safety and efficacy profiles, is essential to combating the unfolding pandemic. Objective: To test communication interventions that may encourage the uptake of less-preferred vaccines. Design, Setting, and Participants: This online survey was conducted from March 24 to 30, 2021, using a nonprobability convenience sample of Canadian citizens aged 18 years or older, with quota sampling to match 2016 Canadian Census benchmarks on age, gender, region, and language. Respondents completed a 2-by-2-by-2 factorial experiment with random assignment of brand (AstraZeneca or Johnson & Johnson), information about the vaccine's effectiveness against symptomatic infection (yes or no), and information about the vaccine's effectiveness at preventing death from COVID-19 (yes or no) before being asked about their willingness to receive their assigned vaccine and their beliefs about its effectiveness. Exposures: Respondents were randomly assigned a vaccine brand (AstraZeneca or Johnson & Johnson) and information about the vaccine's effectiveness against symptomatic COVID-19 infection (yes or no) and at preventing death from COVID-19 (yes or no). Main Outcomes and Measures: Respondents' self-reported likelihood of taking their assigned vaccine if offered (response categories: very likely, somewhat likely, not very likely, or not at all likely, scaled 0-1) and their beliefs about their assigned vaccine's effectiveness (response categories: very effective, somewhat effective, not very effective, or not at all effective, scaled 0-1) were measured. Results: A total of 2556 Canadian adults responded to the survey (median [IQR] age, 50 [34-63] years; 1339 women [52%]). The self-reported likelihood of taking an assigned AstraZeneca or Johnson & Johnson vaccine was higher for respondents given information about their assigned vaccine's effectiveness at preventing death from COVID-19 (b, 0.04; 95% CI, 0.01 to 0.06) and lower among those given information about its overall effectiveness at preventing symptomatic transmission (b, -0.03; 95% CI, -0.05 to 0.00), compared with those who were not given the information. Perceived effectiveness was also higher among those given information about their assigned vaccine's effectiveness at preventing death from COVID-19 (b, 0.03; 95% CI, 0.01 to 0.05) and lower among those given information about their assigned vaccine's overall efficacy at preventing symptomatic infection (b, -0.05; 95% CI, -0.08 to -0.03), compared with those who were not given this information. The interaction between these treatments was neither substantively nor statistically significant. Conclusions and Relevance: These findings suggest that providing information on the effectiveness of less-preferred vaccines at preventing death from COVID-19 is associated with more confidence in their effectiveness and less vaccine-specific hesitancy. These results can inform public health communication strategies to reduce hesitancy toward specific COVID-19 vaccines.

Assessment of the Effectiveness of Identity-Based Public Health Announcements in Increasing the Likelihood of Complying With COVID-19 Guidelines: Randomized Controlled Cross-sectional Web-Based Study.

BACKGROUND: Public health campaigns aimed at curbing the spread of COVID-19 are important in reducing disease transmission, but traditional information-based campaigns have received unexpectedly extreme backlash. OBJECTIVE: This study aimed to investigate whether customizing of public service announcements (PSAs) providing health guidelines to match individuals' identities increases their compliance. METHODS: We conducted a within- and between-subjects, randomized controlled cross-sectional, web-based study in July 2020. Participants viewed two PSAs: one advocating wearing a mask in public settings and one advocating staying at home. The control PSA only provided information, and the treatment PSAs were designed to appeal to the identities held by individuals; that is, either a Christian identity or an economically motivated identity. Participants were asked about their identity and then provided a control PSA and treatment PSA matching their identity, in random order. The PSAs were of approximately 100 words. RESULTS: We recruited 300 social media users from Amazon Mechanical Turk in accordance with usual protocols to ensure data quality. In total, 8 failed the data quality checks, and the remaining 292 were included in the analysis. In the identity-based PSA, the source of the PSA was changed, and a phrase of approximately 12 words relevant to the individual's identity was inserted. A PSA tailored for Christians, when matched with a Christian identity, increased the likelihood of compliance by 12 percentage points. A PSA that focused on economic values, when shown to individuals who identified as economically motivated, increased the likelihood of compliance by 6 points. CONCLUSIONS: Using social media to deliver COVID-19 public health announcements customized to individuals' identities is a promising measure to increase compliance with public health guidelines. TRIAL REGISTRATION: ISRCTN Registry 22331899; https://www.isrctn.com/ISRCTN22331899.

How Framed Messages Influence Depression Assessment Intentions: Interactivity of Social Media as a Moderator.

This study examines how the framing and interactivity of messages influence the intentions of individuals to take a depression assessment. An experiment with a 2 (message framing: gain-versus loss-) × 2 (interactivity: low versus high) between-subject design was conducted among 269 Chinese participants (M = 30.70, SD = 7.34). The results showed that those reading loss-framed messages had a higher intention to take a depression assessment compared to those reading gain-framed messages. Secondly, those reading messages delivered with high interactivity had a higher intention to take a depression assessment than those reading messages delivered with low interactivity. Further, the interaction effect of framed messages and their varying degrees of interactivity was found to influence the intentions of individuals to take a depression assessment as well. Specifically, participants who read the loss-framed message reported stronger intention in the high interactivity group. In contrast, there was no significant difference between the effectiveness of loss-framed and gain-framed messages in promoting the intention to take a depression assessment in the low interactivity condition.

The psycholinguistic and affective processing of framed health messages among younger and older adults.

How health-related messages are framed can impact their effectiveness in promoting behaviors, and messages framed in terms of gains have been shown to be more effective among older adults. Recent findings have suggested that the affective response to framed messages can contribute to these effects. However, the impact of demands associated with psycholinguistic processing for different frames is not well understood. In this study, exercise-related messages were gain or loss framed and with a focus on either desirable or undesirable outcomes. Participants read these messages while their eye movements were monitored and then provided affective ratings. Older adults reacted less negatively than younger adults to loss-framed messages and messages focusing on undesirable outcomes. Eye-movement measures indicated both younger and older adults had difficulty processing the most complex messages (loss-framed messages focused on avoiding desirable outcomes). When gain-framed messages were easily processed, they engendered more positive affect, which in turn, was related to better recall. These results suggest that affective and cognitive mechanisms are interdependent in comprehension of framed messages for younger and older adults. An implication for translation to effective health communication is that simpler message framing engenders a positive reaction, which in turn supports memory for that information, regardless of age. (PsycInfo Database Record (c) 2021 APA, all rights reserved).

The effect of affective versus cognitive persuasive messages on African American women's attitudes toward condom use.

OBJECTIVE: Health decision making models propose that affective associations at both the implicit and explicit level and cognitive beliefs influence health behaviours. The current studies investigated whether affective or cognitive persuasive messages would lead to more positive implicit and explicit condom use attitudes and higher intentions among African American college women. DESIGN: Participants (Study 1 N = 109; Study 2 N = 112) explicit attitudes were assess prior to watching a short video that contained either affective (e.g., safe sex is pleasurable) or cognitive messages (e.g., latex condoms are effective in preventing HIV) in favour of condom use. MAIN OUTCOME MEASURES: Following the video, participants completed the Affect Misattribution Procedure (AMP), a measure of implicit attitudes, explicit measures of condom use attitudes that assessed attitudes at the overall and component level, intentions to use condoms, and interest in receiving free sample of condoms. RESULTS: Participants in the affective message condition reported more positive condom use attitudes on both the implicit and explicit measure, higher intentions to use condoms, and more interest in receiving free condoms than those in the cognitive message condition. CONCLUSION: These results suggest that affective messages may be more effective in changing condom use attitudes, which can be used in interventions to promote protective condom use behaviours.

[Case: bioethical disputes of the donations of the pharmaceutical companies to the health centers]. / Caso: controversias bioéticas de las donaciones de las compañías farmacéuticas a los centros sanitarios.

The interaction between doctors and pharmaceutical companies has been and is common, occurs in multiple ways and has proven, in many cases, to be necessary for the development of medicine. However, some of the sales techniques of the pharmaceutical industry are not ethically acceptable and can compromise the independence of physicians. An ethical dilemma arises from a real case in which the search for vulnerability in prescription based on a donation by a pharmaceutical company was not easy to identify.

Sales promotion in health and medicine: using incentives to stimulate patient interest and attention.

BACKGROUND: Sales promotion-the use of incentives to encourage patronage-is a staple of marketing communications in the health services industry. Sales promotion applications commonly used by health services organizations include free samples, free trials, coupons, contests, and loyalty programs. These avenues engender goodwill, appreciation, and attentiveness; they also serve as small, but powerful promotional mechanisms by reminding recipients of healthcare institutions, compelling particular actions, encouraging repeat business, or prompting some related desirable in an effort to hasten exchange and bolster loyalty. DISCUSSION: Sales promotion offers myriad opportunities for healthcare providers to connect with audiences. While limited in their power to attract broad audiences when used in isolation, sales promotion avenues used in tandem with other marketing communications create helpful engagement synergies which amplify conveyance initiatives. This article presents an overview of sales promotion and notably shares deployment insights and experiences from Willis-Knighton Health System, permitting peer healthcare establishments to view associated pathways, reflect on their own sales promotion efforts, and potentially bolster initiatives with the perspectives supplied herein. CONCLUSIONS: Sales promotion offers healthcare providers a complementary communications avenue, helping to reinforce other elements of the marketing communications mix, affording opportunities to develop better connections with patients. In formulating associated communication plans, health and medical establishments should be reminded of the benefits offered by sales promotion and especially strive to effect creative applications that build interest and attention. By doing so, opportunities to bolster patient volume and increase all-important market share abound.

Response hierarchy models and their application in health and medicine: understanding the hierarchy of effects.

BACKGROUND: Successful patient engagement pursuits naturally require healthcare providers to possess a detailed understanding of their target audiences, with one of the most important processes to comprehend being the manner in which they learn about particular establishments and decide to extend their patronage. While health services patronage pathways vary between and among consumers, general patronage patterns exist which can provide enlightenment regarding this important process. Achieving knowledge on this front can help healthcare providers maximize opportunities to engage audiences and acquire all-important market share. DISCUSSION: The discipline of marketing, in part, focuses on customer engagement practices and, in describing the patronage process, it often uses what are referred to as response hierarchy models. Also known as hierarchy of effects models, these representations can help healthcare providers to understand the course through which individuals become customers of given establishments, aiding them particularly in devising appeals that can accelerate the patronage process. This particular article describes response hierarchy models, presents examples, and discusses the benefits that they offer healthcare institutions in their efforts to engage patients. CONCLUSIONS: As institutional viability and vitality are predicated on abilities to successfully attract and retain patients, healthcare establishments must direct keen attention toward developing associated skills. This necessitates that health and medical providers possess a detailed understanding of their target audiences, notably including the stages through which they pass on their way to becoming patrons. Response hierarchy models present the patronage process, depicting given stages, permitting insights which can assist healthcare providers in their quests to hasten desired exchange and capture market share.