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New Public Opinion Poll Reveals Surprising Consumer Behaviors About Healthcare Marketing

May 17, 2017

PHOENIX (May 17, 2017) – A wide-ranging public opinion poll conceived and commissioned by LAVIDGE and Mosaic Multicultural found surprising and insightful consumer sentiments about how people are responding to healthcare marketing messages. Among the key findings of the 2017 Southwest Healthcare Marketing Report are that consumers prefer television and direct mail over other mediums, and are influenced to make decisions when they see and hear the words “knowledgeable,” “trustworthy” and “cost-effective” in advertising and marketing.

In addition, the statement, “We treat the problem, not just the symptoms” strongly resonated with consumers. The survey unexpectedly revealed that consumers don’t prefer advertising messages that feature testimonials from family and friends. 

The LAVIDGE/Mosaic 2017 Southwest Healthcare Marketing Report is free to the public and available at:

LAVIDGE and Mosaic are full-service advertising, public relations, communications, consulting, interactive and multicultural marketing agencies headquartered in Phoenix, AZ. WestGroup Research conducted the poll and surveyed 500 consumers from throughout the Southwest. The report provides original insights for healthcare executives on precise tools and tactics to market their services effectively.

LAVIDGE and Mosaic are lending their expertise to the healthcare market from long-time healthcare clients such as Banner Health, Blue Cross Blue Shield and Delta Dental, as well as utilizing the capabilities of the consumer-focused, wellness-related clients such as Sierra Tucson, Sonora Quest, and Life Care Services retirement communities.

“With healthcare ad spending continuously on the rise, this is the ideal time for marketers to understand how to effectively get their message across to consumers,” explains Tim Trull, managing director of strategy at LAVIDGE. “Our original, comprehensive survey is exactly the tool the industry needs to resonate with their target audience.”

Having this consumer healthcare marketing data comes at an unprecedented time. The Trump administration is working to repeal and replace the controversial Affordable Care Act, insurance premiums are skyrocketing and the U.S. is facing a critical nationwide shortage of physicians.

Despite this tumult, healthcare advertising is booming. $9.7 billion was spent on healthcare ads in 2015, the last year full statistics were available for the U.S. That’s a double-digit percentage increase over the previous year. Healthcare facilities, practitioners and insurance carriers are aggressively competing for consumers’ attention.

Unique to the healthcare sector, the LAVIDGE and Mosaic survey will put an end to guessing what consumers respond to. Elements of the far-reaching survey focus on consumer preferences regarding marketing messages (words and statements) and media.

The findings determine several things about the way consumers respond to healthcare ads: 

  • Most effective media for consumer healthcare marketing is by television and direct mail
  • Top three words that influence consumers to visit a hospital, see a physician and/or purchase health insurance are knowledgeable, trustworthy and cost-effective
  • The commonly held belief that close friends and families are our greatest influencers is being challenged: “Your friends recommend us” is consumers’ least favorite marketing statement
  • “We will treat the problem, not just the symptoms” is the most influential messaging statement


About LAVIDGE and Mosaic Multicultural
LAVIDGE is a Phoenix-based full-service advertising, public relations and interactive marketing agency. Since 1982, LAVIDGE has specialized in developing brand positioning for products and services. Mosaic Multicultural is a full-service multicultural marketing agency working in partnership with LAVIDGE to provide multicultural advertising, interactive, public relations and marketing services.

Agency clients include Banner Health, Blue Cross Blue Shield, Delta Dental, McDonald’s, Phoenix Raceway and many more. The offices are located at 2777 E. Camelback Road in Phoenix. More information on the agencies can be found at and; follow on Twitter (LAVIDGE and Mosaic) or friend on Facebook.

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