Purpose – The purpose of this research is to identify audience segments of Medicare beneficiaries, for the development of targeted and tailored communication activities to promote informed health care decision making. Design/methodology/approach – Secondary analysis was conducted on data...

We conducted a survey to examine differences among health-related decision-making consumer segments with regard to knowledge, skills, attitudes, and behaviors pertinent to comparative effectiveness research (CER). Four consumer segments that were defined based on levels of skills and motivation...

To improve health outcomes, clinicians and patients must have evidence-based information available to help them make informed decisions, the knowledge and skills to use this information, and positive attitudes about the value of using comparative effectiveness research (CER) in decision making....

Purpose – The purpose of this study is to use multiple consumer research methods to examine perceptions of theme lines for media campaigns to promote awareness of Medicare information sources. Design/methodology/approach – Participants were senior Medicare beneficiaries, their informal...