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Capturing the Emotions Associated with Pain Management

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One of our most recent innovations, Brand Emotion, is a methodology that leverages visual semiotics to uncover the emotions individuals associate with brands or different types of marketing communications/materials. We demonstrated this in a recent webinar in which we shared research conducted with 800 chronic pain patients in the US.

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Capturing the Emotions Associated with Pain Management

  1. 1. Capturing the Emotions Associated with Pain Management April 2, 2020
  2. 2. 2 Maru/ - Confidential Connecting behaviour and emotion to yield insights into pain management What We Did Why This Matters Maru/ - Confidential Who We Are
  3. 3. 3 Maru/ - Confidential We focus on the intersection between behavior and We close the Say/Do gap by engaging customers in the way they make decisions Behavior Emotion THINK System 2 attitudinal & rational BEHAVE FEEL System 1 emotional & subconscious
  4. 4. 4 Maru/ - Confidential Brand Emotion - How it works • Normative library of 9,000 images • Validated in 50 countries and has been used successfully in over 90. • International and language agnostic Each respondent creates an image collage to describe the brand (or another stimulus) Each respondent creates another image collage to describe the “ideal” Using the brand image collages, we derive the brand’s emotional signature – the top 3 emotions that the brand evokes. We can create emotional segment maps – these highlight the top emotional segments that the brand reaches. 03 02 04 01
  5. 5. 5 Maru/ - Confidential What We Did
  6. 6. 6 Maru/ - Confidential We captured the emotional resonance of two medications for each patient Gamified visual library UX We are going to show you a set of up to over 200 images. We want you to scroll through the images and choose (10) images that you feel best represents specific qualities and characteristics of ibuprofen. The goal is not to find one picture that captures ibuprofen but to use the 10 images when taken together represent your answer and which together illustrate a range of qualities and characteristics of the virus. Take your time in selecting the images, there are a lot in the library!
  7. 7. 7 Maru/ - Confidential Associates being disengaged and indifferent with the medication Irrelevant Associates being disgraced and humiliated with the medication Associates erosion and feeling shattered with the medication Struggling / Embattled Damaged Oxycodone’s emotional signature is negative – characterized by being damaged, feeling embattled and irrelevant Oxycodone 163 181 230Damaged Struggling/Embattled Irrelevant
  8. 8. 8 Maru/ - Confidential Advil 179 189 295Content Trustworthy Stimulating In contrast, Advil’s emotional center is focused on contentment, and then builds to include trustworthiness and stimulating. Higher state of energy, effect of intensified emotions Stimulating Medication associated with balance, steadiness, strength Satisfied with the relief that the product provides Trustworthy Content
  9. 9. 9 Maru/ - Confidential In addition to being associated with contentment, cannabis is also linked to being competent and hopeful Cannabis 193 218 224Content Capable / Competent Hopeful Associate being able to improve things with the product Hopeful Associate accomplishment with the medication Satisfied with the relief that the product provides Capable / Competent Content
  10. 10. 10 Maru/ - Confidential Why this Matters
  11. 11. 11 Maru/ - Confidential Much of the brand research we conduct in pharma focuses on how we behave and what we think THINKBEHAVE 36% 28% 17% 12% 11% 10% 8% 5% Is best for my worst pain Is very effective in managing my pain Is affordable Is easy to get Is best for mild-to-moderate pain Is safe to use Does not have many side effects Is not addictive Oxycodone 77% 49% 25% 20% Any OTC medication Any prescription medication Oxycodone Cannabis Past Month Usage
  12. 12. 12 Maru/ - Confidential Adding the “Feel” component enables us to more holistically understand these patients BEHAVE THINK Past Month Usage Oxycodone 77% 49% 25% 20% Any OTC medication Any prescription medication Oxycodone Cannabis 36% 28% 17% 12% 11% 10% 8% 5% Is best for my worst pain Is very effective in managing my pain Is affordable Is easy to get Is best for mild-to-moderate pain Is safe to use Does not have many side effects Is not addictive FEEL Oxycodone
  13. 13. 13 Maru/ - Confidential We also obtained the emotional signature of the “ideal” pain medication Ideal Oxycodone Cannabis Advil 179 189 295Content Trustworthy Stimulating
  14. 14. 14 Maru/ - Confidential Ideal Advil Cannabis Oxycodone Content Stimulating Trustworthy Hopeful Damaged / Irrelevant Struggling / Embattled Nurturing Capable / Content Emotional White Space = Nurturing
  15. 15. 15 Maru/ - Confidential What We Discussed Implications Key Takeaways Permits a holistic perspective of individual and drivers of decisions Brand Emotion approach leverages visual semiotics to gauge emotional associations Deepens our understanding of a brand – adding “feel” to “behave” and “think” data ▪ Capture brand complexity ▪ Identify emotional niches ▪ Identify untapped emotional terrain Critical to have a complete framework for assessing decision behaviors – emotions, attitudes, behavior The most important and most difficult construct to capture is emotion – most have difficulty articulating emotions Leveraged this approach to understand the emotions chronic pain patients associate with pain medications Strategic importance in being able to do this 01 02 03 04

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