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Emotions in Pharma Marketing
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. 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. 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. 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. 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. 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. Frontal Lobe – Higher Order Thinking
Emotions in Pharma
Marketing
7 APL - Vivek Hattangadi & Prof. (Dr.)
Suniel Deshpande
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
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. 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. The next three
Satisfaction
Hope
Love
Emotions in Pharma
Marketing
12 APL - Vivek Hattangadi & Prof. (Dr.)
Suniel Deshpande
13. The others
Gratitude
Price
Concentration
Emotions in Pharma
Marketing
13 APL - Vivek Hattangadi & Prof. (Dr.)
Suniel Deshpande
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. 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. 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. 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. Emotional Marketing
Courtesy – David Aaker
Emotions in Pharma
Marketing
18 APL - Vivek Hattangadi & Prof. (Dr.)
Suniel Deshpande
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. 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. 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. 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
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22 APL - Vivek Hattangadi & Prof. (Dr.)
Suniel Deshpande
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. 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. 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. 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. 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
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27 APL - Vivek Hattangadi & Prof. (Dr.)
Suniel Deshpande
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. 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. 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
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30 APL - Vivek Hattangadi & Prof. (Dr.)
Suniel Deshpande
31. Need Want
Emotions in Pharma
Marketing
31 APL - Vivek Hattangadi & Prof. (Dr.)
Suniel Deshpande
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. Need Want
Emotions in Pharma
Marketing
33 APL - Vivek Hattangadi & Prof. (Dr.)
Suniel Deshpande
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. 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. 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
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. 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
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41 APL - Vivek Hattangadi & Prof. (Dr.)
Suniel Deshpande
44. Emotions in Pharma Marketing44 APL - Vivek Hattangadi & Prof. (Dr.) Suniel Deshpande
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. A logo that depicts Sense of Belonging
Emotions in Pharma
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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.
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