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

Soumya Roy
Hall & 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 to work. The newest pharmaceutical offerings are complex targeted therapies, personalized medicines, and amazing (but complicated) biologics. It's simpler to focus on results, especially when coordinating messaging for global brands seeking cross-cultural application. Nothing translates better than the strong message, "Our product works best," right?