Select Industry

The Power of Emotion in Healthcare Advertising

The Role of Emotional Appeal in Healthcare Marketing

More than marketing a product or service, the healthcare industry is in the business of changing and saving lives. In this emotionally charged field, should some of that emotion bleed into your advertising? Let’s dissect what packing an emotional punch can mean for your healthcare brand.

Is Emotional Advertising Effective?

Just like healthcare, advertising is a scientific field in many ways. Ad professionals do their best work when they understand what the human brain craves and acts upon. That’s why many love emotional advertising.

According to research from the University of New Orleans, emotional connections help consumers identify with brands. When advertising generates an emotional response in potential patients, they’re more likely to form a mental attachment to your brand that will impact what healthcare provider they seek out when they’re in need.

But not every reaction has a positive response.

How Far Is Too Far?

Humans are hardwired to be emotional creatures—sometimes, to our detriment. We’ll follow our emotions to the end of the Earth, but the second our emotions slide into fear, we’re running in the opposite direction. If healthcare marketers are looking to generate an emotional reaction in consumers, they must be very careful that they stay away from messaging that could make them fearful.

One Texan women’s health center knows this better than anyone. Their messaging, which included statements like “Don’t wait until it’s too late,” was meant to create a healthy interest in getting a regular mammogram. In reality, it did the opposite. Subconsciously, it’s easy to avoid being the one out of eight women with breast cancer when you never get screened for it. Our evolutionary desire to avoid pain and suffering is what makes fear so dangerous to healthcare advertising.

Using emotional rhetoric in healthcare advertising can be an incredibly powerful tool, but with great power comes great responsibility. Ensure that your healthcare brand’s campaigns never cross over into fearmongering to keep patients eager to return and stay on top of their wellbeing.

Related Articles

Posted on August 15th, 2019

Creative, Healthcare, Marketing

Why Visual Content is Proving to be Indispensable in the Healthcare Space

Google Favors Visual Content  Improving your site’s rankings starts with listening to Google’s wants and needs—and by listening to Google, you’ll quickly find that it starts with optimizing your visual content. Google’s […]

Continue Reading

Posted on July 1st, 2019

Digital, Healthcare, Marketing, Search Engine Marketing, Social Media

Optimizing Your Healthcare Institution for Local Search

The Patient Journey Starts at Search Engines Search engines have become a universal tool within the digital landscape, answering questions and curiosities sparked by everyday users within just milliseconds of hitting the […]

Continue Reading

Posted on May 16th, 2019

Healthcare, Marketing, Strategy

Using Experiential Education to Market Your Healthcare Center

Experiential Education is the Key to Memorable Healthcare Marketing A picture is worth a thousand words, but an experience is priceless. Experiential education is helping healthcare centers inform existing and potential patients […]

Continue Reading

Posted on April 11th, 2019

Ad Industry, Healthcare

Marketing Matters: Preparing for Mental Health Awareness Month

Mental health may not look like other health issues, but it deserves a face in your marketing. Despite the fact that over 44 million adult Americans live with a mental health illness, […]

Continue Reading

Posted on March 14th, 2019

Digital, Healthcare, Web Development

Patient Portals: Simplifying the Healthcare Experience

The future of healthcare is here and it’s putting patients in the driver’s seat. Patient portals are one of the most rapidly growing trends in the healthcare industry, allowing patients to access […]

Continue Reading