February 2001 • Volume 7 Number 2
Campaign's foundation is based on extensive research
The Academy's new public awareness campaign stands on the foundation of a two-year research effort conducted by The Mellman Group, a nationally recognized research consulting firm. Research methods included a survey of 1,000 Americans and one-on-one research interviews. Ad concepts were tested twice to ensure their effectiveness.
"Not surprisingly, the highest-rated ad messages and images reinforced the positive perception that the family physician knows and treats the entire family, while still establishing the family physician's qualifications for providing up-to-date care," said Mark Mellman, president of The Mellman Group. "The best-testing ad concepts depicted families and a relationship with the family doctor. The research shows that even single individuals will respond positively to the family ads."
FP Report is published by the AAFP News Department.
Copyright © 2001 by American Academy of Family Physicians.
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