10.9.13

Thinking First Goes Far… 3939.8 Miles to be Exact

LHWH is honored to be a part of a new educational resource

[one_third] [/one_third]Over the summer, we received a note from Oxford University Press Department, in the UK, asking if they could include some of the creative work developed for our long-standing client, McLeod Health, in a new marketing textbook.

The LHWH team has always valued learning and the importance of incorporating new ideas into our everyday routines in the office. After reading more about the textbook’s topics, we were not only intrigued and excited but we felt like we were right back in the classroom!

Aspects of the McLeod Health Choose Wisely campaign supports interesting content on why consumers choose different brands when they are making a purchase. The chapter explains two types of consumer purchase decision making: low involvement and high involvement.

Low involvement purchasing:

Includes situations where a consumer already has a go-to brand that they always buy. Low involvement decisions also occur when a consumer chooses a brand based on a one-time promotion, cool packaging that catches their eye, or if it’s the only brand at the corner store and it is easy to grab and go.

High involvement purchasing:

Includes situations where a consumer spends more time making their brand choice. The consumer may spend time searching for different options online or in-store. They also tend to refer to reviews, referrals and recommendations from other consumers before picking a brand.

Why Choose Wisely?

Creative advertisements from McLeod Health’s Choose Wisely campaign were selected as real-world examples of high involvement purchasing. Choosing a healthcare provider is one of, if not, the most important consumer decision to be made. Looking for a reputable healthcare organization requires much more time spent considering options and doing research than on a low involvement decision.

The name of the campaign itself, “Choose Wisely,” taps into the feelings that a consumer has about making a healthcare decision. As a marketing campaign example we hope that it help students get a better understanding of the thought that goes into a brand campaign and importance of thinking about the consumer’s priorities.

Click here, to read more about McLeod Health, and here for the print work developed.

Textbook excerpt:

“In a low involvement process where there are few differences between brands a consumer may just not be very bothered about their choices and so this may result in inertia which may manifest itself in apparent loyalty, i.e., buying the same brand every week. While the consumer may appear loyal, a price promotion on a similar brand may find them readily switching brands. Again as the brand is not that important, a consumer may equally follow a random choice routine where they pick up any first brand they notice within their price range or that appeals to them because of packaging or promotion. However, if the choice is high involvement decision that is important and may include an element of risk, the consumer is likely to engage in dissonance reduction strategies to ensure that they have made the right choice. This may mean that they engage in an extended search, ask people who have bought the product and also look for reassurance after purchase that they have made the right choice.” (Oxford University Press, Expected: 2014)