In an increasingly complex medical world, physicians face enormous amounts of new information every day just to stay current. How do we reach and inspire healthcare audiences without adding to the deluge? Omnichannel is one answer, but it cannot address the problem on its own. Speaking consistently with one voice is not enough if we are not telling physicians and patients something that’s going to inspire them to change their behaviour. In a fiercely competitive landscape where many can showcase excellent data and where a unique marketing opportunity analysis is becoming increasingly rare, pharma marketers are motivated to find other differentiators.
We need a new way to lift our message above the noise. Research in neuroscience and psychology offers a treasure trove of practical insights into how to engage meaningfully with audiences. Neuromarketing, a discipline drawn from the cognitive and behavioural sciences, gives us a better way to evaluate our customers’ needs, biases and fears when developing marketing strategies. While physicians rely heavily on scientific data to make decisions that guide their practices, they are also guided by emotional resonance and by narratives that address their personal needs and motivations. And while marketing teams rely on customer data to develop effective strategic communications, what’s missing is a conceptual foundation built on empathy and trust that can guide behaviour change.
We develop that foundation by becoming curious about how our customers process information, learn, make decisions, act on those decisions over time and change as new information becomes available. Practical, tailored applications that we now use in the market include brain-friendly approaches and new techniques for driving behaviour change. We are finding new ways of structuring more persuasive narratives, enhancing decision-making with the power of emotion and anticipating cognitive bias to motivate people with very different mindsets and needs.
Through a deep understanding of our clients’ challenges, we are helping reduce complexity with bespoke solutions. Many have already begun this essential work – it’s no longer optional. If companies are not able to point to what’s driving the success of their relationships with customers, they won’t be able to navigate the noise and build connections.
This thought leadership piece appeared in the May edition of PME. Read the full issue here.
