Impact of branding on public awareness of healthcare-related governing bodies: a pilot study of the Urological Society of Australia and New Zealand brand

Gianduzzo, Troy R. J., Gardiner, Robert A., Rashid, Prem, Young, Rhys, Frydenberg, Mark and Kelly, Sarah (2016) Impact of branding on public awareness of healthcare-related governing bodies: a pilot study of the Urological Society of Australia and New Zealand brand. BJU International, 118 S3: 23-29. doi:10.1111/bju.13469


Author Gianduzzo, Troy R. J.
Gardiner, Robert A.
Rashid, Prem
Young, Rhys
Frydenberg, Mark
Kelly, Sarah
Title Impact of branding on public awareness of healthcare-related governing bodies: a pilot study of the Urological Society of Australia and New Zealand brand
Journal name BJU International   Check publisher's open access policy
ISSN 1464-410X
1464-4096
Publication date 2016-10-01
Year available 2016
Sub-type Article (original research)
DOI 10.1111/bju.13469
Open Access Status Not yet assessed
Volume 118
Issue S3
Start page 23
End page 29
Total pages 7
Place of publication Chichester, West Sussex, United Kingdom
Publisher Wiley-Blackwell Publishing
Collection year 2017
Language eng
Formatted abstract
Objective

To assess the general public's understanding of urologists and of the Urological Society of Australian and New Zealand (USANZ) and gauge the effectiveness with which the USANZ disseminates health information about urological conditions to health consumers.

Subjects and Methods

Using prostate cancer as an example, a Qualtrics online market survey of Australian healthcare consumers recruited from an online pool was conducted. The number of districts sampled within each state or territory was proportional to the size of the target population within each region and were proportionately distributed across metropolitan and non-metropolitan areas. Demographic characteristics were comparable with the Australian Bureau of Statistics Census figures corresponding to the target age group. The survey assessed knowledge of the roles of medical specialties through open-ended responses to qualitative items, association tasks, and recall/recognition questions. Subjects were asked to rate their familiarity of medical specialists and of six medical specialty logos.

Results

There were 302 respondents. Subjects indicated less awareness of urology vs other medical specialties, were relatively unaware that urologists were concerned with the prostate, and the USANZ branding was among the least familiar (P < 0.001, Friedman test). When asked the first medical specialist that came to mind when told of prostate cancer, only 22% wrote urologist.

Conclusion

The general public has a limited understanding of urologists and of the USANZ. Sub-brand names that explicitly link urologists to urological conditions, has been suggested as a means to increase the public's understanding of urologists and of the USANZ, and improve the USANZ's ability to promulgate urological health information.
Keyword Prostatic neoplasms
Consumer health information
Marketing of health services
Urological diseases
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
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