병원광고에 대한 일반적 인식과 메시지 소구유형이 병원 광고에 대한 반응에 미치는 영향: 의료 전문가와 소비자 비교를 중심으로
Influences of General Perceptions of Hospital Advertising and Message Appeal Type on Attitudes toward Individual Medical Clinic Advertising with a Particular Reference to Comparison of Medical Professionals with Consumers
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최근 의료보건 관련 홍보와 병원 마케팅에 대한 관심의 증가와 더불어 미디어 광고가 크게 증가하는 시점에서 의료광고에 관한 정책적 부분과 효과적인 제작에 관한 실무적 지침을 마련하기 위한 연구가 필요하다. 본 연구는 전문가 집단인 전문 의료인과 일반 소비자 집단의 의료광고에 대한 태도를 대조하고 광고소구유형의 차별적 효과의 유의성을 진단하는 연구로서 조사결과의 함의에 따른 광고 크리에이티브 인사이트를 조명하는 것을 목적으로 한다. 수도권의 의사와 소비자들을 대상으로 한 설문조사를 통해 의료전문가와 소비자의 병원광고에 대한 일반적 인식과 광고물에 대한 광고반응을 측정한 결과, 두 집단 모두 감성적 소구광고를 선호 하는 것으로 나타났다. 병원광고에 대한 일반적 인식은 광고반응에 긍정적 영향을 미치는 것으로 나타났고, 감성적 소구의 경우 더 많은 영향을 미치는 것으로 나타났다. 그리고 의료전문가에 비해 소비자가 긍정적 영향이 큰 것으로 나타났다.
Abstract
As the media advertising for medical clinics is increasing, research is needed to develop both regulatory policy and strategic guideline for creative advertising strategy. This paper aims to delve into how medical professionals and general consumers differ in terms of their attitudes towards the medical clinic advertising. And, it also explores how they differ in their responses to different ad appeals: informational appeal vs. emotional appeal. A survey was conducted on medical doctors and general public, and the results are as follow. Both respondent groups prefer emotional advertising. The general attitudes towards the medical clinic advertising affect the attitudes towards the advertisement shown in the survey, while emotional advertising exerts more influences with more attitudinal effects on the side of the general public.
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