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Why measuring emotion is vital for the pharma customer experience

Emotion is an important storytelling tool – the contribution of emotional factors in making a decision about a brand is as much as 85%, and pays a greater role than functional factors. To this end, we assert that measuring emotion is vital for the pharma customer experience.

When writing about the pharma customer experience, we have often spoken of the benefits insight-driven research has, we often say it’s the best and only way to understand the needs of the customer, and find out what they expect from your brand.  However, once you have understood the needs of your target audience, what comes next?

In an industry where it is becoming harder to be heard, combined with the naturally (and perhaps increasingly) short attention span of many human beings, storytelling can offer a different approach to delivering relevant, meaningful and memorable information and create long lasting connections with stakeholders. Stories are also more likely to create a two-way exchange of information, as they will fit in with a stakeholder's emotional experience. Stories after all are about people, their problems and the solutions, and therefore can work at a number of levels, especially for the healthcare professional looking to solve a problem, and the patient who may have difficulty understanding or acting on health information.

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18th April 2016



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