Gut-Grabbing Messages: What Makes an Impression?
Other services do lend themselves to a more lighthearted approach – such as wellness services and obstetrics care, Stamp says. Others warrant serious message in order to maintain credibility in the eyes of viewers.
"Fear is a very powerful emotion, but it is dangerous to use in healthcare advertising because it has the potential to cause people to just shut out the unpleasant message," he says. "Anti-smoking campaigns are an excellent example of where there is a fine-line between a compelling message and one that causes people to tune out."
"More positive approaches from smoking-cessation programs and pharmaceuticals that emphasize the message, 'We can help you kick this habit' generally have been more successful than ones that simply use scare tactics."
The most successful campaigns do play off the emotions of patients without crossing the line of being overly dramatic or trivializing the issue by being overly positive.
Questions? Comments? Story ideas? Anna Webster, Online Content Coordinator for HealthLeaders Media, can be reached at email@example.com.
Follow Anna Webster on Twitter
- mHealth Tackles Readmissions
- CNO Leads $1M Charge for New Scrubs, Uniforms
- 'Kafkaesque' Value System Unfairly Penalizes Doctor Pay
- Targeting Self-Insured Populations
- MA an Insurance Proving Ground for Providers
- Sharp HealthCare Leaves Pioneer ACO Program
- Some Cancer Hospitals' Quality Data Will Soon Be Public
- Docs Fret as HHS Addresses Malpractice Reporting 'Loopholes'
- Proton Beam Therapy Poised for Growth in US
- Half of All Primary Care, Internal Medicine Jobs Unfilled in 2013