Contrasting two cultures
Geoff MinterAbstract
Consumers influence treatment practices and brand selection at an increasing rate than was the case with previous generations. Improved education, the Internet and the growth of healthcare information and promotion of healthcare and lifestyles have made consumers far more aware of causes and alternative treatments for a wide range of conditions.This paper examines 2 different cultures – Japan and Australia – to determine the extent to which consumers have different influencing factors including:
a) Overall input into the treatment, medication and brand decision making
b) His/her sources for the medication/treatment information
c) Extent to which advertising has influence
d) Effective media (including online advertising in each country)
e) Extent of the patient’s decision input
f) Proportion of times a brand is specified
g) Medical conditions that are involved with most decision making involvement
h) Occasions when a patient has informed the practitioner about adverse side effects of a prescribed medication
i) Differences between recommending for self vs children or other family members
j) Reaction of the practitioners to patient’s suggestions
k) Incidence of switching practitioners who ignored recommendations
l) Influence of the Web - are they using it to gain a more holistic view?
Geoff Minter
Geoff is a registered psychologist with extensive experience in market research over more than 25 years, across a wide range of research methodologies and techniques.
His background in senior marketing positions with major US, Australian and British companies provide marketing and business recommendations with thorough analysis and insights.
Geoff is a long term member of the Australian Market & Social Research Society, ESOMAR (“The World Association of Research Professionals”) and presents research papers at conferences and educational courses including the 2004 ESOMAR Healthcare conference in New York, delivering a paper on research in Asia.
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