FIVE TAKE­AWAYS

NOT FOR ME: THE DILEMMA OF HEALTH IN­ER­TIA

Modern Healthcare - - NEWS MAKERS -

A ma­jor­ity of peo­ple of­ten be­lieve they are health­ier than they ac­tu­ally are,

ac­cord­ing to pro­pri­etary re­search from Wun­der­man Health. Tra­di­tional mar­ket­ing ap­proaches aren’t con­vinc­ing these in­di­vid­u­als to make changes for their health, leav­ing them in a state of “health in­er­tia.”

Becky Chidester, CEO of Wun­der­man Health, and Yan­nis Kotzi­agkiaouridis, Global Chief An­a­lyt­ics Of­fi­cer at Wun­der­man, dis­cussed data-driven strate­gies that health­care com­pa­nies can use to dis­rupt health in­er­tia dur­ing a we­bi­nar on June 6. The en­tire we­bi­nar can be ac­cessed at ModernHealth­care.com/HealthIn­er­tia.

Get con­sumers to shift from “I should” to “I want”

Thirty-two per­cent of peo­ple told Wun­der­man Health that they would not take im­me­di­ate ac­tion on their health even if their qual­ity of life was at stake. Health­care mar­keters must con­nect with con­sumers on an emo­tional level, and con­vey a sense of ur­gency. Cur­rent health­care con­tent is ra­tio­nal – it does a good job ed­u­cat­ing pa­tients, but it doesn’t nec­es­sar­ily mo­ti­vate them to make a change. In or­der to en­gage con­sumers at a deeper level, mar­keters need to of­fer authen­tic role mod­els across de­mo­graph­ics and health con­di­tions.

Fa­cil­i­tate bet­ter con­ver­sa­tions be­tween clin­i­cians and pa­tients

For many pa­tients, their health­care provider re­mains their most trusted source for in­for­ma­tion. Providers do a good job of­fer­ing ra­tio­nal, prac­ti­cal ad­vice to their pa­tients, but they’re not nec­es­sar­ily speak­ing to per­sonal mo­ti­va­tions. Provider or­ga­ni­za­tions should equip their staff with tools and re­sources that con­vey em­pa­thy and speak to the ef­fect that pa­tients’ de­ci­sions can have on their life­style and well­ness.

Don’t rely on one-size-fits-all com­mu­ni­ca­tion

Wun­der­man Health’s re­search has found that con­tent has to be tai­lored to two very dif­fer­ent groups: ac­tive op­ti­mists and lapsed wor­ri­ers. Ac­tive op­ti­mists are de­ter­mined and em­pow­ered, whereas lapsed wor­ri­ers are more anx­ious and feel slightly over­whelmed with the in­for­ma­tion they have. While ac­tive op­ti­mists are look­ing for ex­pert and sci­en­tific in­for­ma­tion, lapsed wor­ri­ers are look­ing for very ex­plicit in­struc­tions on how they should take ac­tion for their health, with step-by-step guid­ance. While an ac­tive op­ti­mist is mo­ti­vated by proven re­sults, a lapsed wor­rier needs a per­sonal coach.

Emo­tional advertising drives re­sults

Emo­tional advertising has been shown to have sig­nif­i­cantly more im­pact than ra­tio­nal, fac­tual advertising. That’s be­cause emo­tion has a last­ing ef­fect, and it takes only a small frac­tion of time to process emo­tion ver­sus the time it takes to process logic. In a world where con­sumers have di­min­ish­ing time to pay at­ten­tion, it’s ex­tremely im­por­tant that com­pa­nies are as ef­fec­tive as pos­si­ble in their mar­ket­ing.

New tech­nolo­gies like ma­chine learn­ing can help you per­son­al­ize con­tent

Wun­der­man ex­perts re­lease mul­ti­ple vari­a­tions of a dig­i­tal ad­ver­tise­ment and track the re­sults to de­ter­mine what ac­tions in­di­vid­u­als take when they’re ex­posed to spe­cific emo­tions, and how those ac­tions con­nect to their mo­ti­va­tions and be­hav­iors. Equipped with a valid sam­ple of these types of con­nec­tions, mar­keters can feed this in­for­ma­tion through a ma­chine learn­ing plat­form to de­ter­mine the course of mar­ket­ing for an in­di­vid­ual, an au­di­ence or even for mass me­dia buy­ing.

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