Health is the most important human need both physically and emotionally. How can you appeal to this vitally important need in creating your branding strategies? You cannot simply appeal to emotions by merely coining a clever tag line or putting a pretty picture (after product-usage?) or a distress picture (a target-patient picture before the product-usage). Emotional branding is about connecting. It is about connecting and building relationships with patients and physicians not merely through building physical contacts but relating your brands to them at an emotional level.
Move People to Move Products
You have to move people to move your products. That is the essence of emotional branding. Honesty in relationships is crucial but not enough. Trust is essential. You have to move from honesty to trust in your relationships. Because honesty is a given whereas trust has to be earned. You have to earn the trust of your target-universe (both physicians and patients) not just the vital few who account for 80 per cent of the prescriptions in your therapeutic segment of choice. You need to embrace and better understand the needs, and emotions of the vast majority of your consumers (patients) and customers (physicians) to grow your brand’s market share.
AstraZeneca’s highly successful emotional campaign (2006) of their oncology brand – Arimidex, a hormonal replacement therapy for reducing breast cancer recurrence is a good example. The integrated advertising campaign aimed at over coming the HRT-generated fear by negative press, and the reluctance of breast cancer survivors for even hearing about another treatment and achieved it remarkably. The company did not pursue a ‘hard-sell’ strategy as it was the brand leader and instead followed an unbranded educational campaign that generated a great deal of goodwill. Furthermore, research suggested that cancer patients rely heavily on survivors for information and support. Arimidex implemented a strategy that used real-life breast cancer survivors to talk to other survivors.
Emotional branding is not about writing compelling copy and creating arresting visuals. It is gaining insights into the needs, wants, apprehensions, expectations, desired outcomes of the patients and physicians. To gain insight into these and whether your product can meet those needs lot of cerebral work. Here are four questions that you can use a starter to move on the not-so-beaten path of emotional branding. The efforts and hard work are worth taking as it gives a sustainable competitive advantage!
- How does the disease condition affect the patient’s daily life? And how does your product help in overcoming, minimizing, or mitigating it?
- How does your product help the patients and physicians in this disease? How does it address in allying their feelings about this condition?
- Would the patients suffering from this disease condition and physicians treating it miss anything if this product is not available? If so, what would they miss?
- What do other care providers – family members and friends feel about patients with this condition? How would your product help them?