Consumers' Attitude Towards Advertising of Medical Professionals

A survey using a quota sampling was conducted to examine consumers’ attitudes towards advertising of medical practitioners in a Chinese context. Altogether 1,297 adults aged 20 or above filled in an online questionnaire in March 2012. Results indicated that consumers’ attitudes towards advertising of medical professionals were in general favorable. Medical professionals had a high image among respondents. Respondents reported that advertising by medical professionals would provide consumers with information about the services and the qualification of the practitioners. However, consumers worried about misleading information in these advertisements. Respondents expressed that they would be suspicious of media professionals who advertise. Respondents perceived strongly that advertising of medical professionals would lead to increase in price of the services. Respondents also perceived that advertising would increase the transparency of the medical profession. Younger respondents and respondents with higher education were more skeptical towards advertising of medical professionals. However, those who had high knowledge level of the current regulatory framework on advertising media demonstrated more favorable attitudes toward advertising of medical professionals than those who had low knowledge level. Marketing implications of the study were discussed.