Meeting the emotional needs of healthcare consumers

Alan Branthwaite

Visual imagery is a powerful tool for brand communication, going well beyond simply attracting attention to implanting ideas, changing ways of thinking, and reframing perceptions.

Meeting the emotional needs of healthcare consumers

Alan BranthwaiteIgnition Marketing Research Consultancy, United Kingdom

INTRODUCTION

Great brands, in any category, create an emotional bond with their consumers and stakeholders. It is not just that they work; they work so well (beyond expectation), and satisfy needs beyond their functional and practical characteristics, that they are admired and respected (even revered) (see Figure 1).

In the pharmaceutical world, getting closer to consumers and prescribers involves meeting their emotional as well as rational needs. This is an area in which the pharmaceutical industry can gain from experience in fmcg, financial,...

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