Marketing consumer health information in Dunedin: a two part study investigating consumer awareness of sources of health and lifestyle information and the impact of marketing on that perception

Abstract

There is a notable increase in the demand for easily accessible, adequate, accurate and appropriate health information. However, recent reports suggest a lack of such information associated with high levels of public dissatisfaction. The major assertion of this work is that, especially with the ever increasing advances in information technology, a lack of information per sé cannot exist. Many of the potential sources are relatively unavailable to the wider population and this is primarily due to a lack of adequate marketing. This thesis examines the pivotal relationship between the provision of health information and marketing approaches. An extensive review of the literature reveals a paucity of data for New Zealand. This is addressed by a two part study. Part one was conducted to identify consumer awareness of sources of health and sickness information sources. A telephone survey of three hundred and fifty Dunedin residents was conducted. Respondents were asked where they could find information on specific key health topics, should they be required to do so. An assessment was made of the public's overall satisfaction with the status quo. Following on the results of this survey, part two specifically examined the high and low profile health information sources, by way of interviews, to assess the marketing strategies currently implemented by each. Of the myriad of potential sources, the results show that general practitioners are the predominant providers of health information overall. Public libraries are far more utilised than their academic counterparts despite open access policies. For specific health information providers there is a strong association between active marketing strategies and public awareness. While most people are satisfied with the availability of health information sources many of these are poorly marketed and available information is therefore not optimally accessible. The work outlines future steps to be followed in further understanding the complex relationship that exists between marketing and the provision of health / lifestyle information and suggests strategies for the implementation of marketing policies.