Friday, May 6, 2016

Emojis and Pharmaceutical Advertising: How do I really feel?

Earlier this year, Facebook invited users into a world beyond the “like” button via an expanded array of emojis. The new Facebook Reactions are the result of over a year of global research to develop icons that work effectively across a wide range of cultures, resulting in six new expressions: love, haha, yay, wow, sad, and angry:

Facebook Reactions

The addition of these new emojis raises questions for Facebook advertisers: What does it mean when a consumer “yays” or “sad faces” your sponsored post? How do brands most effectively engage with customers through expressions rather than words? The expanded set of reactions raise even more potentially complicated issues for pharmaceutical advertisers who must navigate complex legal, medical, and regulatory norms in the rapidly evolving world of digital advertising.

Does this new phenomenon mean pharmaceutical advertisers have even more reason to stay far, far away from Facebook? Perhaps, but there are equally compelling reasons to engage with consumers on a more emotional level. Consumer psychologist Kit Yarrow points out that great advertising has always “circumvented the rational parts of our brains by relying on visual images to conjure up emotions". Emotional experience accounts for almost half of customer loyalty to a brand, according to Forrester Research. Emoji reactions also provide rich data about consumer response, providing the opportunity to understand not just emotional responses, but the drivers of these consumer emotions.
 
Pharmaceutical marketers are unlikely to be embark on “emoji-filled campaigns” in the near future given the nature of their products. Migraine pills and asthma inhalers don’t necessarily lend themselves to customized emojis in the same way that new chip flavors and artisanal beers do. Nevertheless, if we can give one piece of advice to pharmaceutical advertisers, it is this: Patients are people, too. People who grapple with strong emotions about the medical conditions that affect them.

Patients suffering from a medical condition might respond emotionally to your products. Let them. Combining “facts with emotion” to engage customers on an emotional level is the next generation of marketing. 

1 comment:

  1. I saw so many testimonies about Dr Itua a great HERBAL DOCTOR that can cure all kind of diseases and give you the rightful health to live a joyful life, i didn't believe it at first, but as the pain got worse and my life was at risk after visiting my therapist numeriuos times for combination of treatments. and no changes so i decided to take a try, I contacted him also and told him i want a cure for Vulvar cancer/ Testicular cancer and it was Stage IIIA, he gave me advice on what i must do and he delivered it to me in my state which i use according to his instruction, and today i must say I am so grateful to this man Dr Itua for curing me from Vulvar cancer/ Testicular cancer and for restoring me back to my normal health and a sound life,i am making this known to every one out there who have been living with cancers all his life or any sick person should not waist more time just contact him with his details below- WhatsApp- +2348149277967 Email drituaherbalcenter@gmail.com, believe me this man is a good man with Godly heart, this is the real secret we all have been searching for. Do not waste more time contact him today for you also to live a sound and happy life. he cure the following disease________Thyroid Cancer,Uterine cancer,Fibroid,Angiopathy, Ataxia,Arthritis,Amyotrophic Lateral Scoliosis,Brain Tumor,Fibromyalgia, Fluoroquinolone Toxicity Bladder cancer,Brain cancer,Hiv,Herpes,Esophageal cancer,Gallbladder cancer,Gestational trophoblastic disease,Head and neck cancer,Hodgkin lymphoma
    Intestinal cancer,Kidney cancer,Hpv,Lung cancer,Melanoma,Mesothelioma,Multiple myeloma,Neuroendocrine tumors
    Non-Hodgkin lymphoma,Oral cancer,Ovarian cancer,Sinus cancer,Hepatitis A,B/C,Skin cancer,Soft tissue sarcoma,Stroke,Lupus,Spinal cancer,Stomach cancer,Vaginal cancer,Vulvar cancer,
    Testicular cancer,Tach Diseases,Pancreatic Cnacer,Leukemia,Liver cancer,Throat cancer,
    Syndrome Fibrodysplasia Ossificans ProgresSclerosis,Alzheimer's disease,Chronic Diarrhea,Copd,Parkinson,Als,Adrenocortical carcinoma  Infectious mononucleosis. 

    ReplyDelete