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The Life Channel

The Life Channel. Prepared for: The Life Channel & Johnson & Johnson Prepared by: Janet Richards Lydia Fellows Job No 6265 10 th May 2007 v4. Contents. Introduction Background & Objectives Research Method Main Findings Visitor Profile Waiting room Experience

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The Life Channel

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  1. The Life Channel Prepared for: The Life Channel & Johnson & Johnson Prepared by: Janet Richards Lydia Fellows Job No 6265 10th May 2007 v4

  2. Contents Introduction Background & Objectives Research Method Main Findings Visitor Profile Waiting room Experience The Life Channel Awareness and usage of skincare brands for dry skin Aveeno advertising Conclusions Appendix

  3. Background & Objectives • The Life Channel broadcasts in 1000 waiting rooms of multi-practice GP surgeries within the UK. It features a mix of advertisements and information from a range of different companies, with an emphasis on healthy living. • Aveeno is one of the brands featured. • The Life Channel and Johnson & Johnson commissioned rdsi to conduct research in GP surgeries in order to meet the following objectives: • To provide spontaneous and prompted awareness of the Aveeno advertisement featured on The Life Channel • To assess what the Aveeno advertiserment communicates to visitors • Whether visitors are more likely to use or recommend others to use Aveeno as a result of seeing the advertisement 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  4. Research Method • Methodology • Face to face interviews in 13 GP surgeries, selected to reflect geographical spread of surgeries in which The Life Channel broadcasts • Hourly exit polls conducted to establish patient waiting time. • Fieldwork was conducted from the 12th – 16th March 2007 • Sample – 110 people with dry a skin condition waiting for an appointment with a doctor in GP surgeries in England • Questionnaire length – 7 minutes • Questionnaire structure: • Demographic related questions • Dry skincare brand questions • Aveeno specific questions 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  5. Visitor Profile

  6. Respondent Profile Gender Age Social Class Children in H/H Visitor % Respondent % Respondent** % Visitor % Respondent* % Visitor % Visitor % Respondent % 8 Under 18 12 AB Male C1 42 52 Yes 35 18-34 49 C2 15 35-54 Female 58 No 48 29 42 DE 55+ 10 Respondent Base: All interviewed for Aveeno research March 2007 (110) Visitor Base: All interviewed for TLC research September 2006(339) *Base: All interviewed who did not refuse to answer (108) 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4) **Base: All interviewed who did not refuse to answer (100)

  7. Who did patients attend thesurgery with? Number of people visiting the surgery today Of those who watched The life Channel on this visit % Alone (patient only) • 58% were on their own Patient and 1 other person • 32% were accompanied by 1 other person Patient and 2 other people • 9% were accompanied by 2 other people • 2% were accompanied by 3 other people Patient and 3 other people • Almost 3 in 5 patients in GP surgeries visit alone Base: All (339); All who watched The Life Channel this visit (132) Q1 TLC research September 2006 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  8. Frequency of visiting the surgery Once week + Varies First visit Once every 2-3 weeks Less often Women visit more frequently than men: 19% of women visit once every 2 weeks + vs. 10% of men Once a month Once every 2-6 months • Over a third visit the surgery once a month or more Base: All (339), Q3 – TLC Research conducted in September 2006 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  9. Intention to visit stores after this surgery • Over half intend to visit a pharmacy immediately after the surgery Pharmacist/chemist Supermarket Other stores None of these 100% Base: All (339) , Q19 – TLC Research conducted in September 2006 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  10. Waiting Room Experience

  11. Surgery waiting time • The average wait for appointments was 19 minutes Under 20 mins 88% up to ½ hour 20-30 mins 31-45 mins 46 mins – 1 hour Between 1 hour and 1 hour 15 mins 100% Base: All who took part in hourly tallies (401) Aveeno research March 2007 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  12. The Life Channel

  13. Awareness of The Life Channel Noticed Today Noticed on a previous visit Yes No Yes No 85% of visitors noticed The Life Channel today or on a previous visit Base: All where TLC unit was playing (292), Q4a; All (339) Q4c, TLC Research conducted in September 2006 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  14. Whether watched Life Channel today All Yes, watched The Life Channel today No, noticed The Life Channel was playing but did not watch No, did not notice The Life Channel was playing • Almost half actually watched The Life Channel today Base: Q4b All where LC was playing (292); TLC Research conducted in September 2006 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  15. Is The Life Channel a Good Idea? All who watched today All DK DK Poor idea Poor idea Fairly good idea Fairly good idea Very Good idea Very Good idea • The vast majority thought The Life Channel was a good idea Base: All who watched The Life Channel (132), Q7 TLC Research conducted in September 2006 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  16. Attitudes towards The Life Channel~ All who watched The Life Channel today Strongly agree (score of 8-10) Total Agree (6-10) 70% The Life Channel provides lots of helpful information The Life Channel is really interesting 68% I would trust the advertising I see on The Life channel more than I would other advertising, because it is shown in a doctors surgery 60% 58% The Life Channel shows adverts and information that are relevant to me 42% The brands shown on The Life Channel are recommended by doctors The Life Channel helps me decide what to buy 31% 100% • The Life Channel is seen to provide lots of helpful, relevant information, is interesting and trusted more than other advertising Base: All who watched The Life channel today(132) Q9 TLC Research conducted in September 2006 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  17. Awareness and usage of skincare brands for dry skin

  18. Spontaneous awareness of skincare brands for dry skin E45 Vaseline Intensive Care Medication prescribed by doctor Diprobase Sudocrem Oilatum Aqueous Cream Nivea • Top of mind awareness of Aveeno is relatively low at 5% Aveeno Sainsbury’s Own Brand Hydrocortisone Cream Neutrogena Norwegian Formula Avon Other supermarket brand Eucerin 100% Base: All (110); Q2 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  19. Prompted awareness of skincare brands for dry skin Sudocrem E45 Vaseline Intensive Care Neutrogena Norwegian Formula Aqueous Cream Medication prescribed by doctor Oilatum Diprobase • When prompted with the brand name, awareness of Aveeno rises from 5% to 18% Aveeno Hc45 Eucerin Elave Tesco Own Brand Sainsbury’s Own Brand Olay 100% Base: All (110); Q3 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  20. Brand used most oftenfor dry skin E45 Medication prescribed by doctor • Only 2% use Aveeno most often for their dry skin Vaseline Intensive Care Diprobase Nivea Oilatum Johnson & Johnson baby lotion Hydrocortisone cream Supermarket own brand Aveeno Aqueous cream Sainsbury’s Own Brand Olay 100% Base: All (110); Q4 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  21. Reasons for using brand used most often It seems to work Recommended by a doctor/ pharmacologist/ dermatologist • Recommendation by an ‘expert’ is an important driver of usage Quality of product It’s a brand I trust/ Brand expertise • Quality and brand trust are also important Price Recommended by a friend Ingredients Advertising seen on TV It’s on promotion in-store Advertising seen in magazine Magazine recommendation 100% Base: All who use a skincare brand most often (105); Q5 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  22. Aveeno Advertising

  23. Stills of the Aveeno advertisement 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  24. Recall of the Aveeno advertisementwhen prompted with brand name Brand A • Recall of the Aveeno advertisement was reasonable at 15% and higher than for some other brands featured on The Life Channel Brand B Aveeno Brand C Brand D 100% Base: All (110) Q6 – Aveeno research March 2007 Base: All (339) Q9– TLC research September 2006 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  25. Recall of the Aveeno advertisement when prompted with a still Recall when prompted with still of the Aveeno advertisement Yes No • When prompted with a still of the Aveeno advertisement awareness rises to 26% among the target audience Base: All (110) Q7 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  26. Messages taken from the Aveeno advertisement For dry skin 25/29 people 8/29 people Uses natural ingredients Moisturises for 24 hours 8/29 people Free Sample 7/29 people • The main message taken from the ad is that it is a product specifically for dry skin Contains oatmeal and shea butter 5/29 people New skin relief lotion 5/29 people Good for Eczema 1/29 people To look after your skin 1/29 people Base: All who recall seeing the Aveeno ad on TLC today/previously (29) Q8 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4) Caution: Low Base

  27. Likelihood of considering Aveeno next time looking at dry skin brands Only brand I would consider One of 2 or 3 brands I would consider Would only consider if on promotion Probably/ definitely would not consider Don’t know % All All who have seen the Aveeno ad today/ previously 0/29 10/29 6/29 8/29 5/29 • Amongst those who had seen the Aveeno advertisement 10 out of 29 said that Aveeno would be one of 2 or 3 brands they would consider next time they were looking for a dry skin product Base: All (110) Q9; All who have seen the Aveeno ad today/previously (29) – Caution: Low Base 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  28. Recall of Aveeno advertising anywhere else other than The Life Channel • 12% claim to have seen the Aveeno advertisement somewhere other than on The Life Channel Total - Yes TV Magazines Somewhere else No recall Not sure/ don’t know 100% Base: All (110) Q10 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  29. Conclusions

  30. Conclusions andDevelopment Pointers The Life Channel is a strong communication vehicle, with high levels of recall and engagement • In previous research conducted for The Life Channel, the vast majority (85%) had noticed The Life Channel on this or previous visits to the surgery • And almost half (45%) watched The Life Channel on that visit • The vast majority (88%) of patients think that The Life Channel is a good idea and feel that it: • Provides helpful and interesting information • Whilst entertaining patients during what can be a lengthy wait for their appointment (average 19 minutes) 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  31. Conclusions andDevelopment Pointers Patients trust the advertising seen on The Life Channel more than other advertising • Because it is shown in a doctors surgery and feel that The Life Channel: • Is interesting • Provides helpful information and tips particularly on health related issues • Is relevant to them 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  32. Conclusions andDevelopment Pointers Awareness and use of Aveeno among dry skin sufferers is relatively low • Spontaneous awareness of Aveeno is only 5%, rising to 18% when prompted with the brand name • And only 2% currently use Aveeno most often for their dry skin condition • Recommendation by an ‘expert’ is an important driver of usage for skincare brands, and as such The Life Channel would seem to be an appropriate medium for Aveeno, given that 2 in 5 patients believe that brands shown are recommended by doctors • Quality and brand trust are also important and again The Life Channel would seem to be appropriate given the high levels of trust in the programming compared to other advertising 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  33. Conclusions andDevelopment Pointers Recall of the Aveeno advertisement is relatively high, particularly given brand awareness levels • Recall of the Aveeno advertisement was 15% and on a par with or higher than several other brands shown on The Life Channel • When prompted with a still, awareness rises to 26% among the target audience • The main message taken from the advertisement is that it is a product specifically for dry skin • And the ad does seem to have encouraged dry skin sufferers to consider the brand, with almost a third of those who saw the advertisement claiming that Aveeno would be one of two or three brands they would consider purchasing 6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

  34. Contact rdsi Central London 359 City Road London EC1V 1LR T +44 (0)207 837 7700 E info@rdsiresearch.com W www.rdsiresearch.com rdsi Outer London Durkan House 155 East Barnet Road New Barnet Hertfordshire EN4 8QZ T +44 (0)208 441 1631 rdsi Leeds 6 Butts Court off The Headrow Leeds LS1 5JS T +44 (0)113 243 7949

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