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...