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Emotions in Pharma Marketing

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Emotions in Pharma Marketing

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Why is copywriting Indian pharma marketing so bland and uninspiring?

Why are brand managers so focused on table-stake promotion and not brand promotion?

Welcome and see the magic of EMOTIONS IN PHARMA MARKETING.

For more details please write to Vivek Hattangadi or Prof. (Dr.) Suniel Deshpande

Why is copywriting Indian pharma marketing so bland and uninspiring?

Why are brand managers so focused on table-stake promotion and not brand promotion?

Welcome and see the magic of EMOTIONS IN PHARMA MARKETING.

For more details please write to Vivek Hattangadi or Prof. (Dr.) Suniel Deshpande

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Emotions in Pharma Marketing

  1. 1. Emotions in Communication Pharma Marketing Vivek Hattangadi and Prof. (Dr.) Suniel Deshpande Emotions in Pharma Marketing 1 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  2. 2. What is emotional communication  The process of using messages to influence emotional states  Sadly, some have Dyssemia - They are unable to read the emotions and the nonverbal messages of others  Or unable to communicate their own Emotions in Pharma Marketing 2 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  3. 3. What are emotions  Emotions are physiological, behavioral, and communicative reactions to stimuli  They are cognitively processed  Experienced through physiological changes such as increased heart rate, a tense stomach, or a cold chill Emotions in Pharma Marketing 3 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  4. 4. Primary Emotions  Primary emotions are innate  Appear rapidly, usually as a reaction to an outside stimulus similar across cultures  Experienced for short periods Emotions in Pharma Marketing 4 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  5. 5. What are the primary (basic) emotions  Happiness / Joy  Fear  Surprise  Sadness  Disgust  Anger Emotions in Pharma Marketing 5 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  6. 6. Secondary emotions  Secondary emotions are not innate  They appear after primary emotions, as a response to primary emotions  Processed by a different part of the brain that requires higher order thinking  Secondary emotions include love, guilt, shame, embarrassment, pride, envy, and jealousy Emotions in Pharma Marketing 6 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  7. 7. Frontal Lobe – Higher Order Thinking Emotions in Pharma Marketing 7 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  8. 8. Tertiary Emotions  They are a fall out of secondary and primary emotions  For example Joy (Primary) Zest (Secondary) enthusiasm, excitement and exhilaration (Tertiary)  Anger (Primary) Rage (Secondary) Hostility, Hate or Scorn (all Tertiary) Emotions in Pharma Marketing 8 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  9. 9. Emotions in Pharma Marketing 9 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  10. 10. How communicate emotions effectively  Understand your emotions and those of others – develop EI  Be specific  Manage your emotions respond in manner that would be more favorable to you or would give you the results you want Emotions in Pharma Marketing 10 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  11. 11. Top three emotions which can evoke responses  Happiness  Surprise  Admiration All tend to be positive Emotions in Pharma Marketing 11 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  12. 12. The next three  Satisfaction  Hope  Love Emotions in Pharma Marketing 12 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  13. 13. The others  Gratitude  Price  Concentration Emotions in Pharma Marketing 13 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  14. 14. The roles of arousal and dominance Emotional communication evokes  High-arousal emotions  Dominance - a feeling that provides a sense of control, power or influence over other (or the revrse) Emotions in Pharma Marketing 14 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  15. 15. The role of arousal  Arouse means to stimulate or ignite to action  Emotional communication evokes high-arousal emotions, such as joy or anger and spurs a doctor to prescribe.  Arousal includes excitement to relaxation. - Anger is a high-arousal emotion - Sadness is low-arousal Emotions in Pharma Marketing 15 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  16. 16. The role of dominance  Dominance means to have power and influence over others  Dominance ranges from submission to feeling in control - Fear is low-dominance - Admiration is high-dominance Emotions in Pharma Marketing 16 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  17. 17. The roles of arousal and dominance Levels of Arousal and Dominance Arousal Dominance Accompanying Sentiments High High All positive OR Positive + Surprise High Low Surprise + Negative + Positive OR Positive + Surprise Low Low Surprise + Negative + Positive OR Surprise + Negative OR Surprise + Positive Emotions in Pharma Marketing 17 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  18. 18. Emotional Marketing Courtesy – David Aaker Emotions in Pharma Marketing 18 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  19. 19. Emotional marketing  Is anything more powerful in advertising than authentic emotion?  Emotional communication is the ability to communicate benefits powerfully through different techniques that evoke emotions Emotions in Pharma Marketing 19 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  20. 20. Functional Benefits  A functional benefit is appealing  Functional benefits are based on product attribute - provides functional utility  Our instinct, especially when we reside in the high- tech medical world, is that doctors are rational and will be swayed by functional benefits Emotions in Pharma Marketing 20 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  21. 21. Functional Benefits  Ask a doctor why he prescribes a particular brand  They will give functional reasons – that reflects well on them  The resulting insights often have an inordinate influence on strategy Emotions in Pharma Marketing 21 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  22. 22. Inside a doctors mind  Doctors may not believe that a brand has a functional advantage because of conflicting claims of competitors and puffery  May not believe the benefit represents a compelling reason to Rx the brand Emotions in Pharma Marketing 22 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  23. 23. Why doctors may not trust functional benefits First - because of the conflicting claims of competitors and puffery Doctor may not believe the benefit represents a compelling reason to Rx the brand Emotions in Pharma Marketing 23 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  24. 24. Why doctors may not trust functional benefits Second - If functional benefit represents a point of differentiation, competitors may quickly copy it Emotions in Pharma Marketing 24 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  25. 25. Why doctors may not trust functional benefits Third, the benefit may not represent a basis of a strong, long-term relationship because there is no emotional attachment Emotions in Pharma Marketing 25 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  26. 26. Why doctors may not trust functional benefits Finally, a strong functional association confines the brand, especially when it comes to responding to changing markets or exploring brand extensions Emotions in Pharma Marketing 26 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  27. 27. Emotional benefits An emotional benefit relates to the ability of the brand to make the doctor feel something during while Rxing When I buy or use the brand I feel _____. Emotions in Pharma Marketing 27 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  28. 28. Emotional benefits Emotional benefits add richness and depth to the brand and the experience of owning and using the brand. People buy brands emotionally but justify the purchase with rational. Emotions in Pharma Marketing 28 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  29. 29. Self expressive benefits Brands as a symbol of persons self-concept provide a self-expressive benefit by providing a vehicle by which a person can express himself When I Rx this brand, I am _____ When a brand provides a self-expressive benefit, the connection between the brand and the customer is can heighten Emotions in Pharma Marketing 29 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  30. 30. Social benefits The drive to have friends, colleagues, family and groups with common interests is intense Doctors are not only fulfilled by social relationships - they are influenced as well. Many brands have the capability to drive social benefits. When I Rx this brand, the type of people I relate to are _____. Emotions in Pharma Marketing 30 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  31. 31. Need Want Emotions in Pharma Marketing 31 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  32. 32. Emotional marketing  Stir emotions to create a sense of ‘need’ rather than ‘want’  The state of ‘needing’ is an emotional state  Makes your customers to become attached to the brand Emotions in Pharma Marketing 32 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  33. 33. Need Want Emotions in Pharma Marketing 33 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  34. 34. TRUST in Emotional Marketing  Your communication should increase oxytocin levels in the doctors brains.  Oxytocin – also called ‘love hormone’, ‘hug hormone’ has effects on behavior, including its role in love  Research has shown that people who trust, are relaxed and have psychological stability have higher levels of oxytocin in their brains Emotions in Pharma Marketing 34 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  35. 35. Building Trust - 1  Why do some brands seem never to put their lights off? [Ciza, Becosules, Augmentin]  It is because of trust; doctors have built a coherent relationship of trust to the brand  Use the trust you build with your customers as your emotional marketing cue Emotions in Pharma Marketing 35 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  36. 36. Building Trust – 2  Takes years to build up trust - only seconds to destroy Trust - It is a product of Individual’s tendency to trust Expectations about a trustee’s future behavior Emotions in Pharma Marketing 36 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  37. 37. Trusted for punctuality Emotions in Pharma Marketing 37 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  38. 38. i6 Phone (Trusted for good photographs) Emotions in Pharma Marketing 38 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  39. 39. Xarelto (rivaroxaban) Trusted Blood Thinner Emotions in Pharma Marketing 39 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  40. 40. Use of Fear  Fear - an emotional reaction to threatening imminent danger  Creates a strong desire to escape the situation Emotions in Pharma Marketing 40 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  41. 41. Use of Fear  Fear message transfers an alarm to the customer - arouses the fear center, the amygdala  Induces an emotional trigger that prompts the consumer to feel a ‘need’ rather than a ‘want’ for your brand Emotions in Pharma Marketing 41 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  42. 42. Emotions in Pharma Marketing 42 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  43. 43. Emotions in Pharma Marketing 43 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  44. 44. Emotions in Pharma Marketing44 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  45. 45. Sense of belonging  A sense of belonging is a human need, just like the need for food and shelter  Developing a sense of belonging will make people thrive emotionally  This important emotional marketing cue lets consumers feel a sense of relation that boosts some wires in their psyche Emotions in Pharma Marketing 45 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  46. 46. A logo that depicts Sense of Belonging Emotions in Pharma Marketing 46 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande LIC logo The flame that signifies life. The protective hands of life insurance that assure the continuance of life even after death.
  47. 47. Glad Mad Sad Scared Disgust Surprise Emotions in Pharma Marketing 47 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
  48. 48. Indebted to the Dalai Lama, Michael Beldoch, Daniel Goleman, Robert Plutchik, Travis Bradbury, and Jean Greaves for this presentation Thank you Emotions in Pharma Marketing 48 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande

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