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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

The Life Channel

Prepared for: The Life Channel & Johnson & Johnson

Prepared by: Janet Richards

Lydia Fellows

Job No 6265

10th May 2007

v4

contents

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

background objectives
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)

research method
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)

respondent profile
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)

who did patients attend the surgery with
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)

frequency of visiting the surgery
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)

intention to visit stores after this surgery
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)

surgery waiting time
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)

awareness of the life channel
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)

whether watched life channel today
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)

is the life channel a good idea
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)

attitudes towards the life channel all who watched the life channel today
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)

spontaneous awareness of skincare brands for dry skin
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)

prompted awareness of skincare brands for dry skin
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)

brand used most often for dry skin
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)

reasons for using brand used most often
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)

stills of the aveeno advertisement
Stills of the Aveeno advertisement

6265 ~ Johnson & Johnson & TLC GP Surgery Research (v4)

recall of the aveeno advertisement when prompted with brand name
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)

recall of the aveeno advertisement when prompted with a still
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)

messages taken from the aveeno advertisement
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

likelihood of considering aveeno next time looking at dry skin brands
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)

recall of aveeno advertising anywhere else other than the life channel
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)

conclusions and development pointers
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)

conclusions and development pointers31
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)

conclusions and development pointers32
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)

conclusions and development pointers33
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)

contact

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