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Life Channel

Life Channel. Prepared for: Prepared by: Janet Richards Clare Inkster Sarah Le Monde Lydia Fellows Job No 6248 5 th January 2007 v6. Contents. Introduction Background & Objectives Research Method Main Findings Surgery Visitor Profile

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Life Channel

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  1. Life Channel Prepared for: Prepared by: Janet Richards Clare Inkster Sarah Le Monde Lydia Fellows Job No 6248 5th January 2007 v6

  2. Contents Introduction Background & Objectives Research Method Main Findings Surgery Visitor Profile Waiting Room Experience Life Channel Conclusions and Development Pointers

  3. Background & Objectives • 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. • Life Channel commissioned RDSi to conduct research in GP surgeries in order to meet the following objectives: • To provide accurate information on dwell times within GP surgeries • To provide profile information on who is visiting GP surgeries, and who they are visiting with • To assess awareness of Life Channel, proportion viewing and attitudes towards the programming 6248 ~ Life Channel GP Surgery Research (v6)

  4. Research Method Quantitative stage • Methodology • Face to face interviews in 23 GP surgeries, selected to reflect geographical spread of surgeries in which Life Channel broadcasts • Hourly exit polls conducted to establish patient waiting time. • Fieldwork was conducted from the 25th-29th September 2006 • Sample – 339 people waiting for an appointment with a doctor in GP surgeries throughout England and Wales. • Questionnaire length – 10 minutes • Questionnaire structure: • Demographic related questions • Questions relating to respondents’ Life Channel viewing habits, brand recognition and opinion on general Life Channel programming content • Client specific questions 6248 ~ Life Channel GP Surgery Research (v6)

  5. Research Method Qualitative stage • One half-day session interviewing patients in a GP surgery waiting room • One 15 minute telephone interview was conducted with the Practice Manager of a large surgery (7000+ patients) • Interviews included the following question areas • How patients feel whilst they are waiting for their appointment • How patients pass the time while they wait • Detailed attitudes towards Life Channel • Attitudes towards specific ads shown 6248 ~ Life Channel GP Surgery Research (v6)

  6. Surgery Visitor Profile

  7. Respondent Profile Children in household % Gender % Age % Social Class % Under 18 AB Male C1 18-34 C2 Yes Female 35 - 54 55+ DE No • A high proportion of surgery visitors are female, aged 18-54, with children • Visitors are more likely to be DE and less likely to be AB in profile compared with the national average Base: All interviewed (339) 6248 ~ Life Channel GP Surgery Research (v6)

  8. Profile of those pregnant/with children Children in H/H: ages Amongst those with children % First time mums Subsequent mums 100% • 1 in 5 visitors to surgeries are pregnant or have a baby under 12 months of age Base: All(339); Household composition question 6248 ~ Life Channel GP Surgery Research (v6)

  9. 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 6248 ~ Life Channel GP Surgery Research (v6)

  10. 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 6248 ~ Life Channel GP Surgery Research (v6)

  11. Responsibility for food and grocery shopping • The majority of visitors to GP surgeries are mainly or jointly responsible for H/H shopping No Yes Base: All (339), Q20 6248 ~ Life Channel GP Surgery Research (v6)

  12. 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, Q19 6248 ~ Life Channel GP Surgery Research (v6)

  13. Waiting Room Experience

  14. Surgery waiting time • The average wait for appointments was 27 minutes Under 20 mins 70% up to ½ hour 20-30 mins 31-45 mins 46-59 mins 1 hour– 1 hour 30 mins 1 hour 31 mins – 2 hours More than 2 hours 100% Base: All who took part in hourly tallies (615) 6248 ~ Life Channel GP Surgery Research (v6)

  15. The Waiting Room~ The Practice Manager’s view A busy waiting environment • Aim is to create an open, friendly and welcoming atmosphere • noise is encouraged e.g. chatting/television • Other diversions include leaflets, posters, magazines Life Channel can help to achieve the desired atmosphere in the waiting room and can occupy patients while they wait 6248 ~ Life Channel GP Surgery Research (v6)

  16. The Waiting Room ~ The patient’s view Waiting time is spent in a relatively quiet environment • 57% of patients wait alone • Can be bored • Can be anxious/unnerved by the quiet environment • Look to magazines, information leaflets for distraction • Parents often wait with children • Keen to occupy child • Can be embarrassed/stressed if the child is making noise • Try to occupy the child to stop them making noise • Look to toys, magazines, TV as a distraction Patients do appear to be looking for a diversion to take their mind off the environment 6248 ~ Life Channel GP Surgery Research (v6)

  17. How Mums Feel 1 in 5 visitors to surgeries are pregnant or have a baby under 12 months of age • Mums can often be on the look out for child-related information First Time Mums (44%) Subsequent Mums (56%) • Whole new world • Can be anxious • Starving for baby information • More confident • Can be bored • Still interested in new baby information Suggests a greater possibility for an emotional connection with brands 6248 ~ Life Channel GP Surgery Research (v6)

  18. Life Channel

  19. Awareness of 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 • Awareness is higher among those with children in H/H than those without (88% vs. 77%) Base: All where TLC unit was playing (292), Q4a; All (339) Q4c, 6248 ~ Life Channel GP Surgery Research (v6)

  20. Whether watched Life Channel today All All who are pregnant or have a baby under 12 months No, noticed Life Channel was playing but did not watch Yes, watched Life Channel today Yes, watched Life Channel today No, noticed The Life Channel was playing but did not watch No, did not notice Life channel was playing No, did not notice Life channel was playing • Almost half actually watched Life Channel today • Those with children are more likely to watch Life Channel than those without (49% vs. 40%) Base: Q4b All where LC was playing (292); 6248 ~ Life Channel GP Surgery Research (v6)

  21. Profile of those who watched Life Channel today Gender Age Social Class Children in H/H LC Viewer % LC Viewer % LC Viewer % Visitor % Visitor % LC Viewer % Visitor % Visitor % Under 18 11 AB 13 Male C1 52 56 Yes 32 18-34 36 C2 14 35-54 Female 32 No 48 44 43 DE 55+ 17 • Those who watched Life Channel have a similar profile to surgery visitors as a whole Base: All who watched TLC today (132) 6248 ~ Life Channel GP Surgery Research (v6)

  22. Is 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 • Those aged under 45 and those with children are most positive (91% and 93% good idea) • The vast majority thought Life Channel was a good idea Base: All who watched The Life Channel (132), Q7 6248 ~ Life Channel GP Surgery Research (v6)

  23. Attitudes towards Life Channel~ All who watched Life Channel today Strongly agree (score of 8-10) Total Agree (6-10) 70% The Life Channel provides lots of helpful information 68% The Life Channel is really interesting 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% The Life Channel shows adverts and information that are relevant to me 58% 42% The brands shown on The Life Channel are recommended by doctors The Life Channel helps me decide what to buy 31% 100% • 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 6248 ~ Life Channel GP Surgery Research (v6)

  24. Attitudes towards Life Channel~ women vs. men Strongly agree (score of 8-10) Total Agree (6-10) 62% F The Life Channel provides lots of helpful information M 38% 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 F 53% M 29% F 50% The Life Channel is really interesting M 29% F 51% The Life Channel shows adverts and information that are relevant to me M 26% 33% F The brands shown on The Life Channel are recommended by doctors 19% M 24% F The Life Channel helps me decide what to buy 14% M 100% • Women are much more favourable than men about Life Channel = Sig. higher Base: All (339) Q8 6248 ~ Life Channel GP Surgery Research (v6)

  25. Attitudes towards Life Channel~ those with vs. without children Strongly agree (score of 8-10) Total agree (Score of 6-10) with The Life Channel provides lots of helpful information 62% w/o 50% with 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 53% w/o 38% 59% with The Life Channel is really interesting 29% w/o 55% with The Life Channel shows adverts and information that are relevant to me 33% w/o 36% with The brands shown on The Life Channel are recommended by doctors 22% w/o 28% with The Life Channel helps me decide what to buy 14% w/o 100% • Those with children are much more positive about Life Channel than those without, in particular seeing it as more interesting and relevant with = With children Base: All (339) Q8 = Sig. higher w/o = without children 6248 ~ Life Channel GP Surgery Research (v6)

  26. Attitudes towards Life Channel~ Those who are pregnant or have a baby under 12 months Strongly agree (score of 8-10) Total Agree (6-10) The Life Channel provides lots of helpful information 70% 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 70% 58% The Life Channel is really interesting The Life Channel shows adverts and information that are relevant to me 68% 47% The brands shown on The Life Channel are recommended by doctors 35% The Life Channel helps me decide what to buy 100% • Those who are pregnant or have a baby under 12 months are even more positive, particularly in terms of trusting the ads, feeling that they are endorsed by doctors and that they are relevant Base: All who are pregnant or have a baby under 12 months (66) Q8 6248 ~ Life Channel GP Surgery Research (v6)

  27. Whether ever responded toanything seen on Life Channel Yes No • To date, one in ten viewers have consciously reacted to something seen on Life Channel Base: All who watched The Life Channel on this visit (132), Q6 6248 ~ Life Channel GP Surgery Research (v6)

  28. Location of the TV As there is a relatively high level of interest in Life Channel, the physical positioning of the TV is crucial • Some negative comments surrounding the positioning of the screens • Positioned in the corner of the room at ceiling height • Difficult to watch comfortably • Can go unnoticed • Positioning the screens at eye-level next to the electronic calling system is thought to be ideal • Patients can comfortably watch the programmes and can’t really miss the screens! 6248 ~ Life Channel GP Surgery Research (v6)

  29. Attitudes towards Life Channel Well received by majority of sample • A good way to occupy the time while you wait I think it’s a good idea – we need something to do! It’s good to have on in the background It’s better than reading, actually hearing a voice strikes a chord 6248 ~ Life Channel GP Surgery Research (v6)

  30. Attitudes towards Life Channel Mums are particularly positive about Life Channel • A good distraction tool for the children • Cartoons • Programmes about animals • Can provide useful information/tips for them • Health tips • Adverts for new child related/healthy products The kids love the cartoons I like hearing about new children’s products 6248 ~ Life Channel GP Surgery Research (v6)

  31. Attitudes towards Life Channel Other patients (without children) can find Life Channel less engaging • Like the idea but sense it’s not for them Suggests scope to reach a wider range of patients I think it’s good but it’s not for me. It’s aimed at mums and kids I wish they’d show something I can relate to – healthy travel tips or something The healthy cooking was the only thing of any interest to me 6248 ~ Life Channel GP Surgery Research (v6)

  32. In-situ positioning Surgery environment can create a halo effect • Relatively high level of trust in the channel • Patients don’t necessarily expect the products advertised to be endorsed by doctors, but do assume that only products with beneficial attributes will be promoted Suggests a credible environment for brands The products are probably more reputable than the ones you see at home on TV I expect the advertising to be more realistic, it won’t promote junk 6248 ~ Life Channel GP Surgery Research (v6)

  33. Conclusionsand Development Pointers

  34. Conclusions andDevelopment Pointers Life Channel is a strong communication vehicle to reach the household shopper, with high levels of recall and engagement • The vast majority (85%) had noticed Life Channel on this or previous visits to the surgery • And almost half (45%) watched Life Channel today • Viewers are predominantly those responsible for household shopping and tend to be female and aged 18-54. A high proportion (56%) also have children and 2 in 5 are pregnant or have babies under 12 months old • The vast majority (88%) of patients think that 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 27 minutes) 6248 ~ Life Channel GP Surgery Research (v6)

  35. Conclusions andDevelopment Pointers Patients trust the advertising seen on Life Channel more than other advertising • Because it is shown in a doctors surgery • And just over one in ten viewers have consciously responded to something they have seen on Life Channel to date • Women and those with children are much more positive about Life Channel than men and those without children – feeling that Life Channel: • Provides helpful information and tips particularly on health and child related issues • Is relevant to them • Provides a useful distraction if children are accompanying them on the visit 6248 ~ Life Channel GP Surgery Research (v6)

  36. Conclusions andDevelopment Pointers • Those who are pregnant or have a baby under 12 months old are particularly likely to feel that Life Channel is interesting, relevant and to trust the advertising seen on the channel • Patients without children like the idea of Life Channel, but can feel that the programming is less relevant to them at present 6248 ~ Life Channel GP Surgery Research (v6)

  37. Conclusions andDevelopment Pointers • There is an opportunity for Life Channel to appeal to a wider target audience through relevant programming • Spontaneously patients suggest a mix of health tips, infomercials and entertainment Sponsored tips on balanced diets Exercises to do at your desk Infomercials on healthy travel Tips on avoiding the flu Sound bites of news 6248 ~ Life Channel GP Surgery Research (v6)

  38. 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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