The influence of the mass media on the selection of physicians.

Abstract

The purpose of this study was to examine now media sources influence an individual's reported choice of a physician as compared to personal referral sources and how consumers use the Yellow Pages to search for health care information. A random sample of 762 residents was systematically selected from the Charlotte, North Carolina White Pages and was asked to participate in a 20-item descriptive phone survey designed and tested by the investigator. Five hundred and seventy-eight individuals completed the survey, with a response rate of 75.9%. This study supports previous research suggesting that personal referrals are the most influential sources in selecting health care services. Therefore, satisfying and delighting the physician's/practice's existing client base may be one of the most potent advertising resources at hand. Mass media sources played a relatively minor role in influencing provider selection in this study. Nevertheless, it should not be dismissed in as much as the media may be an important way for physicians to promote "brand recognition," a problem not considered in this study. Finally, approximately 28% of the participants were "Yellow Pages users"; that is, individuals who tended to be heavy users of the Yellow Pages and used it for multiple information-seeking tasks. The findings related to the Yellow Pages suggest that while it may be useful to advertise in the Yellow Pages, a more modest financial allocation to this source may be considered.