How Neuromarketing can make a big engagement difference to your digitally saturated HCP
In the last two years communication has moved from Crossmedia to Omnichannel Communications, a personalized content and channel journey powered by insights and centralized data. Brand teams are enthusiastic to deliver exactly the right message to HCP’s at exactly the right time with the right channel. But is the content truly engaging and shifting HCP behaviour?
Consider this statement carefully: successful marketing starts when we stop thinking. Stop. Read that sentence again: successful marketing starts when we stop thinking. But how is that possible when content is king and omnichannel stands for customized content and channel preferences based on insights and data? The answer lies in the depths of the subconscious. 95% of our thoughts, decisions and emotions come from our subconscious. Only 5% of our thoughts come from our NeoCortex, the executive functioning or conscious part of our brain. On average we are bombarded by 3000 messages per day, but only 3-6 messages/day make it to our NeoCortex. That means brand teams not only face a digitally saturated HCP and market, but they are also up against fierce competition to ensure their fact-based messages get and have an impact on the HCP’s NeoCortex.
Neuromarketing has become not only relevant but an essential tool for boosting the confidence of brand teams looking to base their marketing approach and messaging on science. It combines marketing with psychology, behaviour and neuroscience with the aim of maximizing engagement and reducing uncertainty. In essence, neuromarketing measures the impact on the brain of ads, marketing tactics and branding. The upsurge of studies in neuromarketing in the last five to ten years has enumerated benefits of brain data over traditional marketing approaches. Neuroscientific tools such as Electroencephalography (EEG) technique, biometrics, eye tracking, facial coding as well as functional magnetic resonance imaging (fMRI) have been shown to improve the impact of creative content, recall and the predictive power of marketing assets.1,2 Neuromarketing tools allow access to the subconscious behaviour mechanisms, particularly relevant in the decision-making processes that shift HCP beliefs and behaviours.
The brain has never been more reachable than now for pharma marketeers in helping achieve omnichannel effectiveness and engagement. Indeed, a measurable neuro perspective provides the science, predictability, and confidence in marketing effective content with impact to digitally saturated HCPs. Neuromarketing tools can be applied alone or in combination or at the very least the principles of content and website neuromarketing can be applied to the omnichannel journey. The possibilities are endless and the opportunity is more than promising. The brain is truly at the fingertips of every pharma marketeer. Ready to press “Reset”?
We look forward to taking your brand team to the next level.
If interested please contact:
Tel. 0041 61 336 90 60
Author: Diana Heimberg, Head of Medical, X-Ray AG
About X-Ray AG: X-Ray AG, Swiss affiliate of The BlocPartners network, uniquely blends medical, marketing, digital, creative and production expertise, with the aim of becoming the leading Swiss health-focused communications agency.
- Harrell E. Harvard Business Review Marketing Blog. Neuromarketing: What you need to know: A report on the state of the art. Harvard Business Publishing. 2019 Jan. Available from: https://hbr.org/2019/01/neuromarketing-what-you-need-to-know.
- Bazzani A et al. Is EEG Suitable for Marketing Research? A Systematic Review. Front Neurosci 21 December 2020. https://doi.org/10.3389/fnins.2020.594566.