80% emotion 20% logic

Stepping into the realm of healthcare marketing was like entering a parallel universe, where logic wasn't entirely discarded, but where emotion took center stage. Suddenly, I found myself grappling with the realisation that decisions weren't just about numbers and data; they were about the deeply ingrained emotions that influence every aspect of our lives. And nowhere was this more apparent than in the field of healthcare.

Imagine a patient confronted with the choice of adopting a healthier lifestyle. On the surface, logic dictates the benefits: reduced risk of chronic diseases, improved well-being, and enhanced longevity. Yet, underneath it all, emotions like comfort, attachment to familiar habits, and even fear of change often hold greater sway. This emotional undercurrent complicates the decision-making process, rendering a purely logical approach ineffective.

Equally striking is the role of emotions in healthcare professionals' decision making. The empathy they feel for patients, the desire to alleviate suffering, and the emotional bond formed during care often inform medical choices. These emotional connections extend beyond the clinical environment, seeping into the very fabric of healthcare communication.

So, how does this emotional foundation apply to healthcare communication? When we consider the strategies we use to encourage healthier choices, it becomes clear that emotions are the bridge that connects information to action. It's not enough to present people with logical arguments and data; we must tap into their emotional landscape to inspire real change.

Take a public health campaign encouraging regular exercise, for instance. While the logic of physical activity's benefits is well-known, it's the emotional appeal that resonates: the prospect of feeling stronger, more energetic, and the allure of a happier life. Similarly, campaigns targeting smoking cessation often leverage the fear of compromised health and the hope for a smoke-free future. In both cases, emotion is the catalyst that propels people to take action.

Furthermore, healthcare marketing strategies thrive when they acknowledge the emotional factors that drive decisions. The success of pharmaceutical advertisements, for instance, lies not just in highlighting the drug's effectiveness, but in portraying the emotional transformations that users can experience. By connecting the drug's benefits to the patient's aspirations for improved quality of life, the emotional pull becomes irresistible.

However, it's essential to recognize that not all emotions serve the purpose of better decision making. Fear-based marketing, for instance, can often elicit short-term reactions but fail to result in sustained behavioral change. An understanding of human psychology, informed by both logic and emotion, is required to craft messages that resonate without exploiting negative emotions.

As we strive to fix healthcare communication and empower individuals to make healthier choices, embracing the 80% emotion and 20% logic principle becomes paramount. We must acknowledge that the rationality we champion in healthcare is only a part of the story – a part that gains potency when entwined with human emotion. The synergy between emotion and logic is not a contradiction but a necessary partnership that drives meaningful engagement.

This realisation underscores the need for healthcare professionals and marketers to collaborate closely. By merging medical expertise with the art of communication, we can create messages that resonate on both intellectual and emotional levels. Understanding that healthcare decisions are deeply influenced by emotions allows us to craft narratives that inspire action.

In conclusion, the foundation of healthcare decision making is indeed more rooted in emotion than in logic. As a healthcare professional turned marketer, this revelation has transformed my approach to both fields. To truly fix healthcare communication and foster healthier choices, we must embrace this emotional reality. By acknowledging the emotional currents that underpin decisions, we can reshape our strategies, fostering meaningful connections and inspiring positive change in the complex landscape of healthcare decision making.