Reason versus emotion in healthcare marketing: insights from the US and China

Pharmaceutical marketers have long focused on efficacy as the key driver of physician choice and patient use.

Reason versus emotion in healthcare marketing: insights from the US and China

Soumya RoyHall & Partners

Pharmaceutical marketers have long focused on efficacy as the key driver of physician choice and of course, patient use. And they've focused a lot of energy on communicating clinical benefits across global cultural divides. But as one inventive Hall & Partners study reveals, brand perceptions aren't built on efficacy alone – anywhere. Getting through to physicians means getting in tune with pure human instinct.

How marketers became so focused on effectiveness is no mystery. In medicine, products rarely have personality; they just need...

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