Consumers' attitudes toward advertising by medical professionals

Purpose: The study aims to investigate consumers' attitudes toward advertising by medical professionals, and how the attitudes vary among different demographic groups. 

Design/methodology/approach: A survey using quota sampling was conducted. Altogether 1,297 adults aged 20 or above in Hong Kong filled in an online questionnaire in March 2012. 

Findings: Consumers' attitudes toward advertising by medical professionals were in general favorable. Respondents reported that advertising by medical professionals provides consumers with information about the services and qualifications of practitioners. However, consumers were worried about misleading information in these advertisements. Respondents perceived strongly that advertising by medical professionals would lead to an increase in the price of services. Younger respondents and respondents with higher education were more sceptical toward advertising by medical professionals. 

Practical implications: Medical professionals should put emphasis on providing consumers with relevant information of their services, expertise, and qualifications to assist consumers' information search. They should refrain from using price appeal. 

Originality/value: This is the first study to examine consumers' attitudes toward advertising by medical professionals in a Chinese context.