In this episode of Leading with Health, I explore how marketing is based in emotions – and what healthcare can learn from it. I reference this blog post on the show: What Healthcare Providers Can Learn from Marketers
Highlights include:
5:08 – JM: “People make decisions for emotional reasons. We are emotional creatures, first and foremost. And then we use our mind to rationalize our choices.”
7:38 – JM: “Healthcare uses logic to try to convince people to change their habits. That’s not going to work.”
11:53 – JM: “You have to start by meeting people where they are.”
14:25 – JM: “Instead, reach out with something that they understand.”
14:28 – JM: “If I had to build a campaign to connect with anti-vax communities, I would start with how much we love our children. Because that is the core feeling of a lot of people in that community.”
16:04 – JM: “In healthcare, it would be very good to put the superiority, to put the judgment, on hold and start bridging the gap with more stories. And, above all, with listening.”
16:16 – JM: “Listen first: why is this important to that person?”
16:42 – JM: “When you listen, they will tell you what is important to them. They will tell you what their concerns are. They will tell you what they trust and what they don’t trust – and they will tell you why.”
19:19 – JM: “Even if the providers are warm, the system itself is antagonistic and cold. And that creates problems for everybody.”
Leading with Health is the podcast where women dive into societal change through the lens of healthcare. Host Jennifer Michelle has a Master’s in Public Health and Epidemiology and is a certified EMT. As President of Michelle Marketing Strategies, Jennifer specializes in healthcare marketing. Jennifer is available to speak at conferences and also provides free marketing consultations. Contact her here.
Photo by National Cancer Institute on Unsplash