HCPs are a generally a skeptical group, the ultimate rational audience and often slow to change beyond their comfort zone. However, scientific decision making (heuristics) presented with compelling creative can lower their emotional resistance and change how HCPs feel about prescribing a new product or treatment. This session will present best practices in motivating HCPs while understanding which types of messaging do and don’t work:
- HCPs are people, too. Learn how to get past their rational side so they connect with the emotion behind your brand.
- Aid HCP adoption by leveraging decision-making science to craft messaging.
- Gain insights on how best to leverage research to determine what HCPs will think and feel.