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Gut-Grabbing Messages: What Makes an Impression?



Marketers can choose one of two approaches when crafting a campaign – the positive and upbeat or more serious and dramatic. Which do patients respond to more? The answers may surprise you.



2 comments on "Gut-Grabbing Messages: What Makes an Impression?"
Andrew B. (8/30/2011 at 12:58 PM)

Healthcare creative executions need two things: Emotional resonance and technical excellence. I've used that simple premise for more than 20 years. Perhaps the biggest challenge is the follow-through on the promise. Creating a positive and compelling message is important, but if the patient experience is mediocre or lacking, all that marketing work goes right down the drain.
Donna Arbogast (8/25/2011 at 9:42 AM)

This supports a particular experience with women and heart disease messages. We had huge responses to campaigns that empowered women to take control, but we did try the "fear factor" once [INVALID] and we pulled that particular spot very quickly. Almost no response. In light of previous results, we were afraid that we were actually having a detrimental effect on the brand.