How can a market research agency help a pharma company to build a campaign which builds emotional entrenchment quickly?

1. Message testing versus
Emotional Entrenchment
…..- is ‘quick’, good?
Jonny Storey
Session: How can a market research agency help a pharma company to build
a campaign which builds emotional entrenchment quickly?
HEALTHCARE MARKET
RESEARCH WORLDWIDE
SHOW VIDEO
https://youtu.be/dlNO2trC-mk
Budweiser ‘Puppy Love’ commercial for Super Bowl wins America’s heart
This is a well known and popular advertisement, which achieves very high emotional
engagement, but had I shown the add without the branding at the end, providing you
didn’t already know the ad, would you have recognised it?
Also, is there a clear call to action?
What is the purchase motivation?
Although a popular ad, and part of a series of similar ads, which achieves high brand
awareness and empathy – it doesn’t necessarily directly influence sales.
So how valuable is emotional entrenchment and what is its purpose?
QUICK: This ad is part of a longitudinal series of ads that achieve brand equity – but not
necessarily quickly – so is quick good, or necessary?
Radio ad designed by Jonny Storey and used successfully for several years. Year on year
it generates a spike in pre-cough cold season sales. It’s for a regional pharmacy group
(70 branches, and online Pharmacy) : The coughing at the beginning is used as a
disrupter and produces an emotional association with their memory, their past feelings
when suffering from a cough and cold. It solves a problem and has a clear call to action –
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2. a motivator.
The theory is that if a campaign ad, has emotional content and generates an emotional
response, then sales, prescription, recommendation and advocacy will follow? This paper
explores the truth behind this theory, questions if emotional entrenchment is really
necessary and shows how it can be best designed into messages and ad campaigns. It
looks at what we (Healthcare Market Researchers) do now to help a pharma company to
build a campaign which builds emotional entrenchment quickly. And how research can
optimise an ad campaign, measuring and incorporating emotion to optimise the impact
of messages, brand stories and ad campaigns and quickly.
For further information, contact
Jonny Storey
j.storey@aplusaresearch.com
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3. Puppy Love
Highly emotionally engaging - yes
Brand association?
Brand equity and following - yes
Sales generation?
Motivation?
Weldrick’s Cough Cold Radio Ad
Emotionally engaging - yes
Brand association - yes
Brand equity and following -yes
Sales generation – year on year - yes
Solves a problem and clear call to action - yes
Emotionally Motivating - yes
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4. How can a market research
agency help a pharma company
to build a campaign which builds
emotional entrenchment quickly?
MESSAGE TESTING
to develop engaging communication (messaging/ad
campaign) that generates emotional motivation
(prescribe, brand loyalty, advocacy)
The usual answer is to help a pharma company develop their communication campaign
to be the most effective, which breaks through, gains preference and advocacy for the
product or brand or treatment amongst the target audience.
Hence, why I’d like to take you on a journey into message testing.
The latest thinking is an emotional engagement or the higher the emotional response, is
likely to achieve the most significant impact. …but is this true? Many of the newest
neuroscience approaches are designed to measure the un-verbalised or un-admitted
response to communications stimuli. This is interesting, especially in the case of
Physicians.
I would suggest, though, this is not the whole story.
Some ads, actually generate negative, annoyed, responses. You might think of some of
these now – Go Compare, in particular, just annoys me – it could be grumpy old man
syndrome, but every time I see the opera singer, I want to turn the TV off. So the
emotional response is high but other than brand awareness, does it generate a sale –
not in my case!
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5. Desired state?
This is, of course, assuming that emotional engagement is the desired state?
Is this what we want to achieve?
Communicating with consumers is easier. There is, of course, the ethical considerations
when communicating with patients, and not forgetting the restrictions. Although in
some countries, out-of-pocket and co-pays, have more influence. So you have to
question if an ad generates emotion, is it not similar to the previously banned subliminal
messaging found in cinema’s – I bought that hot dog, well several!
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6. 1. Emotional Entrenchment vis-a-vis Message/Concept/Ad Testing
What are we really trying to do?
Motivate to Prescribe, try, buy, advocate,
Brand awareness, resonance, equity, preference, trust, belief
Brand Storytelling
So, what are we trying to achieve?
The primary driver, of course, should be to encourage the Physician to prescribe the
most appropriate product, in the best interests of the patient. The issue the Pharma
companies have, is ensuring the Physician remembers their brand/product, and it’s
specific benefits, versus a less effective or suitable product.
I’d argue, the most crucial word in all of this is ‘motivate’. Motivation to solve a problem,
complete a task or application/do a particular activity.
From a marketing perspective, this has become the ever popular ‘brand storytelling’
endeavour.
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7. 60% of decision making
has been shown to be
determined by
emotional response
?
The concept of Physician decisions being driven by emotions is entirely alien to the
healthcare market. Physicians are scientists; they make evidence-based decisions.
...but they are only human.
Quote: 60% of decision making has been shown to be determined by emotional
response. Is this figure a myth?
The theory of heuristics would suggest the brand message allows the human mind to
short-cut the decision process – hence System 1 thinking, philosophy.
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8. do emotions determine behaviour?
We purchase brands and products
to achieve the desired state, goals,
needs or jobs to be done.
Motivation actually
determines what we
purchase/choose.
Is this a case of heart versus the head?
Reminder: Budweiser ‘Puppy Love’ commercial for Super Bowl wins America’s heart
So, the question is, do emotions determine behaviour in the context of healthcare,
Physicians and Patients?
In the healthcare consumer world, belief, of which emotion is one component, can have
a beneficial effect. Hence the placebo effect. I worked on the launch and sales marketing
of Nurofen. Nurofen, for example, is known to have a 30%+ placebo effect, as it was
purported at the time that, 30% more users of Nurofen believe and report it is a more
effective painkiller, than regular ibuprofen.
Another example is when a Pharmacy company reps, showed videos to Physicians with
obvious emotional and motivation content. Their impact and Physician preference and
prescribing for the brand, had a long/longer lasting effect, compared to a regular rep
visit where they show a detail aid on an iPad. So emotional content works and does
help to motivate purchase, prescription, recommendation and advocacy, but only if it
has both elements of emotional motivation, solves a problem, does a job, task or
successful outcome (motivational goals).
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9. In theory communication which triggers an emotional response
increases its effectiveness
Emotion is a response, not a motivation
Risk of high emotional message, but no action
High motivation can be achieved
across all touchpoints by triggering
relevant goals
High attention
High memorability
High purchase effect
Ref. DECODE Science Update 01/18
ALL YOU NEED IS EMOTION.REALLY?Highemotion
High motivation
Our neural activity increases 5X when listening
to a story. Ref. DMI Ekaterina Walter
→ Brand storytelling
So the proposition here is that emotional motivation alone is not enough to generate an
action. Motivation regarding our needs, desires, goals and tasks to be completed. So the
capabilities of a drug to best treat a patient is more motivating than emotion alone. You
could argue that the feeling associated with a brand or product is a response to it’s
known capabilities or the goals of the physician. Special reference to Ref. DECODE
Science. The sweet spot is where you have high motivation and high emotion.
Marketers are taking this classical messaging one step further with Storytelling. As they
know that messaging delivered, as a story, is far more effective.
Excerpt: Ref. DECODE Science Update 01/18 ALL YOU NEED IS EMOTION. REALLY?
There is a common sense that communication which triggers an emotional response increases its effectiveness because emotional
response attracts attention and deepens processing of the communication. This leads to the ‘emotion is everything’ narrative in the
marketing community. But acting on this oversimplification carries the risk of ending up creating an ad which
people love, but which does not sell. Science clearly shows that there is a gatekeeper that stands between an emotional ad and
actual brand choice: motivation. Motivation, not the emotional response while watching the ad, is what makes people do
something and motivation is very different from emotion. Motivation – our desires, needs, goals and ‘jobs to be
done’ – determines behavior and choice. In fact, actual behavior is not caused by emotion – emotion is a feedback
mechanism that tells us if the decision we made brought us closer to our desired state or outcomes. Motivation to buy a product
develops if the ad stages the product as an effective means to get a ‘job’ done. A job can be functional and/or psychological or
social. The desire to change our mood can also be a job that products help to accomplish. An emotional response triggered by an ad
can make the ad a more effective vehicle for the motivational message, but the emotional response while watching the ad is only a
response – it is not the message in itself. To impact sales, the ad needs to convey the right motivational message (the WHAT) in an
emotionally engaging way (the HOW). Successful ads deliver on both (see
figure 1). In briefs, agencies are often asked to create an emotional ad. Whilst that is not wrong, if there is no motivating
message the impact on sales will be random.
Ref. DECODE Science Update 01/18 ALL YOU NEED IS EMOTION. REALLY?
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10. So, lets have a look at what we’re
actually doing and new ways to
approach this?
So, let’s have a look at what we’re actually doing and new ways to approach this?
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11. Qualitative concept testing
+ Positioning, Psychographic, NueroLinguistic : Family Tree, Archetypes
Positioning statement:
key promise and proposition
Features Benefits
XXXXX™ (XXX) launched 2009
XXXXXX anti-tumour necrosis factor (TNF)-
alpha offers an effective once-monthly
treatment option.
Rheumatoid arthritis,
psoriatic arthritis
ankylosing spondylitis
But the company already had an established
RA treatment
YYYYYYYY (YYYYYY) launched 1999
Emotional
measurement
techniques non-
verbal response
The traditional way to concept and message test is Qualitative. In the case of Physicians,
they’re often conducted as IDI’s (In-depth interviews). You would randomly test and
explore some concepts, which can be modified by the client as the research progressed.
In all likelihood, you’d end up with a mixture of the three or so parts. You can deal with
other factors/concerns too, i.e. when XXXX was launched; they also had YYYYY, an
established brand at the time as needed not to cannibalise their product and find a
unique differential positioning. Also, you can use various psychographic and
neurolinguistic techniques to understand the competitive landscape.
Most of the Emotional measurement techniques can be applied, in particular non-verbal
response
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12. …but the market has become
more sophisticated and global.
Clients are often wanting to test
40-60 message versions over
several countries
These form a storyline for communication
ads or content management for digital multi-
marketing campaigns
So, let’s have a look at what we’re actually doing and new ways to approach this?
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13. Multiple message testing (40-60): rankings and ratings
Best message by segment: Physician type, Country, Disease Stage
Limited use of ratings
Simple discrete choice
Filtering messages
Co-occurrences
Category exercises
Reduce respondent
fatigue - engagement
Algorithms
mathematical
models
Typical statistical models
Most require more than an hour = respondent fatigue
MaxDiff:
Prioritises messages based on values
Does not factor in co-occurrences of messages
Ranking
Ranking gives absolute position for a message
Can not handle large multiples of messages
Turf
Will allow to select a combination of messages
Will not create a flow
Will not factor the value of co-occurrences
+ Emotional
scoring scales
Quantitative models often require around an hour or more, causing respondent fatigue.
The classical statistical models all have their pro’s and cons. Many agencies have
developed their own algorithms to deal with the shortfalls and reduce survey time ergo
respondent fatigue. In particular, I don’t like the ‘black box’ element of this as you’re
never quite sure what you are delivering.
But at the end of the day, all you are delivering is better, ranked and rated message
options.
This alone is not enough, and often doesn’t address the emotional factor, unless
emotion rating questions or scales, were incorporated.
The problem with emotional rating scales, is they need to be asked on the first
presentation of the message, to get their automatic, and spontaneous natural reaction.
Otherwise, the familiarity and having thought about and rating of the message will be
biased. This is where, non-verbal, rating scales have the advantage.
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14. “That’s great, but how do I put all these together to create my story?”
…..and what
is the best
combination?
message
…..and
for
who?
message
message
message
At this point, the marketer’s problem is not entirely solved, as they have to decide how
to pull all these messages together into a best coherent storyline. They also need to
think about who it applies to and potentially which channel and in some cases, at what
disease stage.
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15. Categorisation, segmentation, by themes
Physician type: Oncologist, Rheumatologist etc
…at disease stage, treatment stage
Country and global region: US, Asia, Europe
Chanel, Digital Chanel, Pharmacy, Hospital
Patient profile ergo Patient Journey
Diagnosis, initiation, relapsed, refractory, prognosis, surgery…
By splitting up and classifying the different messages by key themes, and rating within
those classifications, you can help the marketer to decide which messages to weave
together.
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16. Story
Flow
Themes
Legacy, mastery, support
Proposition, premise,
promise.
RTB, Insight, CTA
Patient support
messages
Disease stage and
strategy of Physicians
You can also calculate an optimal story, by stringing together three or more messages
and calculating the optimal impact point, i.e. after four messages, there may not be an
incremental propensity to prescribe or recommend.
You can also ask Physicians to string together their preferred messages into a story. This
gets interesting as you often see different stories work for different Physician types,
country and at the disease stage. For example, Physicians that are mostly treating
patients in 3rd line medicines/disease stage are likely to prefer products that maintain
the quality of life of the patient etc.
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17. Best practice
Qual
Development
Ranking Rating
Categorisation
Segmentation
Story Flow
How compares
Impact
Social
Listening
Emotional
Impact
Motivation
Qual
Refine
Design
Desire
Why?
to develop engaging communication (messaging/ad campaign) that
generates emotional motivation (prescribe, brand loyalty, advocacy)
Prescribe Rx
Choice
Prefer
Purchase
Brand
Storytelling
Engage
Appeal
Empower
 
Resonance
Memorable
Propensity
…best ranking and rating and sorting and story flow
Emotional motivation/engagement?
…but what of design?
Ways to speed up the process or handle more message variations
Have a specific methodology to win time when calculating index score or ideal story.
Have a specific algorithm to estimate, for example, index 100 scores + the optimal story
combining index score, co-occurrences and ideal story
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18. Comparison
The chosen messages are only
the best of the original design?
DESIGN
…but wait, in our
diagnosis have we missed
something obvious?
The issue is the best message or story combination, will only be as good as the messages
input and put through the process. This is where research at the development stage can
pay dividends in having better refined, more relevant messages and filtering out some of
the less effective messages, early on.
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19. Qual
Development
Ranking Rating
Categorisation
Segmentation
Story Flow
How compares
Impact
Social
Listening
Emotional
Impact
Motivation
Qual
Refine
Design
Desire
Why?
to develop engaging communication (messaging/ad campaign) that
generates emotional motivation (prescribe, brand loyalty, advocacy)
Prescribe Rx
Choice
Prefer
Purchase
Brand
Storytelling
Engage
Appeal
Empower
 
Resonance
Memorable
Propensity
Best practice in design and development stage?
Emotional
Impact
Engage
Appeal
Empower
 
To start with better, refined and filtered messages. Social Listening can be used to deliver
‘language used’ and themes of interest, which in turn can be incorporated into the
messaging. Listening to how Physicians and Patients talk about the product and therapy
area, can identify sentiment that is likely to generate a higher level of emotional
response and relevance.
Qualitative can also deliver the why and reasoning behind a preferred message, which in
turn is useful for marketers in their design.
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20. Social listening: Positive sentiment and by channel
Understand the
emotional language by
Physician, Patient. Key
themes and what’s
topical
Emotional
MOTIVATORS
Social listening can help to identify the social motivators, but also by channel, theme,
and sentiment.
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21. Understanding the narrative of the category – needs and desires
Quantitative semiotics decoded + Archetypal story development
PCA1
PCA2
Innocent
Lover
Rebel
Hero
Ruler
Caregiver
Creator
Explorer
Sage
Joker
Everyman
+
+
+
+
+
+
+
+
+
+
+
+
LIBERATION
ENJOYMENT
INTIMACY
BELONGING
RTURE
HOPE
CONTROL
UNDERSTANDING
POWER
STRENGTH
INNOVATION
ADVENTURE
-50
0
50
100
Rebel
Joker
Lover
Caregiver
Everyman
Innocent
Ruler
Sage
Magician
Hero
Creator
Explorer
1
2
3 Dreamer, naïve, romantic,
faith and optimism
Individualistic, ambition,
curiosity, being true to oneself
Passion, intimacy,
desire, sensuality
Fast thematic analysis,
Dimensional analysis, Decode
advertising and Analysing visual
language at scale, Allowing you
to reliably map the visual
language and lexicon of a
category.
Better ads, with more
compelling stories, creating
better engagement.
By using the social listening data in quantitative semiotic coders, the meaning, emotion
and archetypal profiles and storylines (story and characters of the product/brand) can be
identified.
Imagery collected in social listening can also be coded and positioned by product/brand.
This is useful if the message test includes imagery.
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22. Multiple Myeloma – emotion wheel (US) – topic ‘fundraising’. Semiotic
coding of social media listening data, showing emotions expressed.
% of text content
that is emotional
% of text that is
positive in tone
% of text that is
negative in tone
There is plenty of positivity, but
also trepidation about the task.
The topic summarises
hundreds of comments
Here’s an example of a top level social listening web-scrape we did on multiple myeloma
and analysed in partnership with Signoi
Multiple Myeloma – emotion wheel (US) – topic ‘fundraising’. Semiotic coding of social
media listening data, showing emotions expressed. The data was put through the Signoi
semiotic coding tool, came up with some themes, which in turn were coded using
‘semiotic emotions’.
The topic summarises hundreds of comments. There is plenty of positivity, but also
trepidation about the task.
In the case of a brand, you might drill down into the comments that relate to ‘trust’ and
‘joy’ and use the language used as this would be most relevant to the target audience
and generate similar emotions. You would also know what feelings to counter and
language to avoid.
This technique can also be used to access any messages developed – and the emotions
they evoke.
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23. Emotional engagement/motivation and co-creation, via qualitative.
Note: the size of the circle reflects the number of respondents i.e. the larger the circle
the more respondents Inner circle = the most intense emotions
Note: emotions circled and in bold directly selected
by respondents. Bolder circles indicate the most
commonly selected emotions.
Ref. Robert Plutchik, 1980
Emotional engagement can also be accessed using various validated models as in this
example the Plutchik Emotion wheel. This can be very useful for message development,
especially if your targeting specific emotional profiles and positioning.
Ref. Robert Plutchik introduced the idea that emotions are an evolutionary feature introduced to maximize survival
of our species. With it, he identified 4 sets of opposite emotions for a total of 8 elemental emotions: Joy, Sadness,
Anger, Fear, Trust, Disgust, Surprise, and Anticipation. They are plotted on Plutchik’s famous wheel of emotions .
Relevant emotions associated with Brand X
Joy + Anticipation = optimism
Trust + Joy = love
Increase in emotion intensity: Interest → An cipa on → Vigilance
Increase in emotion intensity: Serenity → Joy → Ecstasy
Increase in emotion intensity: Acceptance → Trust → admiration
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24. Semantic Differential Scales used to assess emotional response
Lang (1980; Hodes, Cook, & Lang, 1985)devised a picture-oriented instrument called the
Self-Assessment Manikin (SAM) to directly assess the pleasure, arousal, and dominance
associated in response to an object or event.
Table 8. Factorial compositions of emotional measurement
REF. International Journal of design, Vol 2, No 2 (2008) > Tsai, Exploration in
Emotion and Visual Information Uncertainty of Websites in Culture Relations
Mehrabian & Russell, 1974; Petrov, 2002). Pleasure-
Arousal-Dominance (PAD) emotional state model
AppealAppeal
EngagementEngagement
EmpowermentEmpowerment
The emotional element: it’s not only about the best message. Established scales can be
used to break down the message into specific profiles using opposites. This allows the
marketer to decide what emotions they want to be associated with the brand.
Long lists of rating scales can be cumbersome and create respondent fatigue. They are
also very subjective as they rely on ‘word language’ used and can be subject to cultural
and speaking language inconsistencies, i.e. English might use Fast, whereas Spanish use
Rapid.
Non-verbal tools as shown here – first devised in 1980 by Hodes, Cook, & Lang, a
validated tool that can be reverse engineered into the 9-14 emotional components is a
very efficient way to understand emotional engagement and in theory, emotional
motivation.
Ref. Lang (1980; Hodes, Cook, & Lang, 1985) devised a picture-oriented instrument called the Self-Assessment
Manikin (SAM) to directly assess the pleasure, arousal, and dominance associated in response to an object or event.
23

25. Emotional response and motivation.
AppealAppeal
EngagementEngagement
EmpowermentEmpowerment
valence
Comfort of prescribing
and recommendation
Ref. DECODE Science Update 01/18
ALL YOU NEED IS EMOTION.REALLY?
The sweet spot (the valence) can be identified by identifying messages and or story
combinations by the level of Appeal versus Engagement. Empowerment is the size of the
bubble. This is known as the valence, meaning the power and positioning of the
emotional response.
However, I you can include motivation with the emotional high, these messages are
likely to be the messages that achieve a call to action.
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26. Rational and emotional integration allows for a balanced approach.
These messages are
the best candidates
for the optimal story
crushed
insecure
gloomy
angry
irritated
nonchalant
provocative
aggressive
aloof anxious
blasé
bold
bored
cheerful
cynical
deceived
disappointed
disbelieving
disgusted
displeased fearful
happy
kind
quietly indignant
rejected
relaxed
sad
skeptical
startled
stimulated
suspicious
tempted
terrified
thankful
troubled
unemotional
victorious
warm
weary
wholesome
polite
serene
mature
modest
TM
ADSAM®Perceptual Maps© Copyright©1996
ADSAM Marketing, LLC.All rights reserved.
P
Rx
AdSAM® Perceptual Map©
How do you feel about treatment in
therapy area X?
How do you feel about brand Y?
Messages included most frequently in ideal stories also have above average emotional
temperature and above average motivational importance scores
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27. New methods
• Neuroscience
• Response to stimuli
They are still a ‘response’, although this might offer a quick way to measure their
unconscious ‘system 1’ response, unencumbered by rationalisation.
Emotional response scales within a survey or qualitative exercise are REPORTED, and as
such are only as good as a person or Physician will admit or is self aware. They must also
be conducted on first glimpse of the message or campaign ad, as a natural unprompted
or unbiased response is required. With neurological physical response, the subject can
not lie, their reaction is uncontrolled and natural. The other advantage, is it can be used
at any point during the study. My recommendation, it it’s used at the end of the study to
verify the emotional response and combination of messages which form the ‘story’
content of the da campaign/brand story.
Some examples of the way forward: innovative approaches
a. Social Listening
b. Quantitative semiotics
c. Using Archetypes
d. Neurolinguistics
d. Technology approaches
Psychological models: Psychoscope, Needscope, Censydiam and others
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28. a. Different methods of capturing and measuring emotions.
b. System 1 and other methods
26

29. Qual
Development
Ranking Rating
Categorisation
Segmentation
Story Flow
How compares
Impact
Social
Listening
Emotional
Impact
Motivation
Qual
Refine
Design
Desire
Why?
to develop engaging communication (messaging/ad campaign) that
generates emotional motivation (prescribe, brand loyalty, advocacy)
Prescribe Rx
Choice
Prefer
Purchase
Brand
Storytelling
Engage
Appeal
Empower
 
Resonance
Memorable
Propensity
Best practice?
…but how good
is this story,
compared to
others?
…will it
breakthrough
above the
noise?
…what story
works best in
which channel?
Even though we have, what could be described as the comprehensive process. There is a
problem with most emotional response and scaling systems.
The emotional response needs to be measured early on, on first presentation of the
‘message’, to ensure a natural unbiased, unrationalised emotion. The issues is also the
‘story’s’ emotional and motivational impact may not be the sum total of the component
‘messages’. This also leaves the marketer with unanswered questions….
…but how good is this story, compared to others?
…will it breakthrough above the noise?
…what story works best in which channel?
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30. Quickly? Digital Research
Multi-channel marketing
PRINT
Audience Profiling
What channels do
they access and
how do they use
them?
The communication channels have changed and quadrupled to mostly digital marketing
channels, all of which have their unique characteristics and touch points. The different
target audience needs to be profiled by the channels they use and by their influence
levels. Overwise you may be communicating the optimal ‘story’, but not in the right way
for that audience’s channel. Only by tailoring the message delivery, are you going to
build emotional entrenchment quickly.
For an ad or message content posted online, on digital assets and environments, these
need to be tested whilst online/or online simulations as the response must be in
context ie banner ads, shown on paper, or within a survey is going to be very different
to a banner ad shown when on a website or app or in social media environments.
Hence my recommendation for Digital Research, and conduct the process online using
specialist digital tools.
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31. Future of Emotional Research
Emotional Eating Scale (EES)
Arnow B; Kenardy J; Agras WS
PRO Patient Reported Outcomes (validated)
Emotion Tracker Apps
The future of emotional research is likely to be a combination of advanced emotional
scales (there’s 63 validated PROs with emotional scales), like the Manikin’s that measure
non-verbal response and can be back-engineered to specific emotions and intensity. And
combined with digital apps and mechanisms that are able to track and monitor
emotions. The emotion trackers have been very successful in helping people with
depression, anxiety and stress. These contain a lot of data along with the online patient
support programs, could prove to be an invaluable asset for the pharma company to
explore and develop fast-effective emotionally entrenched ad campaigns.
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32. Best practice
Qual
Development
Ranking Rating
Categorisation
Segmentation
Story Flow
How compares
Impact
Social
Listening
Emotional
Impact
Motivation
Qual
Refine
Design
Desire
Why?
to develop engaging communication (messaging/ad campaign) that
generates emotional motivation (prescribe, brand loyalty, advocacy)
Prescribe Rx
Choice
Prefer
Purchase
Brand
Storytelling
Engage
Appeal
Empower
 
Resonance
Memorable
Propensity
TAILORED TO
COMMS
CHANNEL
EMOTIONAL
MOTIVATION
For further information, contact
Jonny Storey
j.storey@aplusaresearch.com
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33. For further information, contact
Jonny Storey
j.storey@aplusaresearch.com
For further information, contact
Jonny Storey
j.storey@aplusaresearch.com
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