Healthcare Marketing, Generating Emotion In Yours

Will emotion help you engage prospective Patients with your healthcare marketing?

By Geoffrey Cooling

Emotion in healthcare marketing

The generation of emotion may be the answer in your healthcare marketing. If something we meet in our lives stirs a strong emotion we usually remember it. Lets try it out, picture this, you are at a professional conference. I walk onto the stage, place a music player down, say “be with you in one moment”,  play some particularly fetching music for thirty seconds while I dance on the stage. Stop the music and start my presentation.

You are going to remember that, in fact you are going to remember that for a while. Some of you have already been scarred with an indelible image! But why, why will you remember that moment and indeed that presentation? Because I will have engendered a strong emotion. Whether that be surprise, embarrassment, or amazement at the fact that the fat lad can dance! It will be an emotion that is driven home by an element of shock.

I don’t recommend that you dance for your prospective or existing Patients, but I do recommend that you surprise them. Because if you surprise them in a good way with your care, with your service, with your commitment to them, they will probably always be your Patients. But can we leverage this effect for our healthcare marketing? In order to do so we need to deploy imagery and text that generates emotion in the viewer. Imagery or text that may generate strong emotion.

I don’t necessarily think it is important which element of emotion we go for, happiness, sadness, amazement. I think once we engender that emotion with our healthcare marketing we are on the right track. If you doubt this think about some of the iconic and well remembered moments in your life. You remember them because strong emotions were involved. It is like the Kennedy assassination for one generation and the twin towers for another. You will never forget those moments, I can barely remember what I did last week. But I will never forget falling back onto my couch as the second plane went in.

Emotion is a powerful thing, maybe we should try to engender some with our healthcare marketing?



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About Geoffrey Cooling

my name is Geoffrey Cooling and I am the author here at Just Audiology Stuff. I have been involved in the Hearing Healthcare Profession for several years now. I initially worked as a Hearing Healthcare Professional for a large national retailer in Ireland.

After several years in Practice I was approached to work for a manufacturer, where I was employed for five years. I am now the Co Founder of a business called Audiology Engine. We design websites, undertake content marketing and generally look after everything digital for audiological practices. I am also a contributor to many hearing profession periodicals and websites.

I have written two commercially available books, The Little Book of Hearing Aids which is written for hearing aid consumers and Audiology Marketing in a Digital World which is written for Audiology Practice Owners. They are both available in Paperback and Kindle versions on Amazon. I also write for consumers on the website Hearing Aid Know, which is a website with the mission of demystifying hearing aids, their types and their technology.

I have a great interest in commercial strategy as it applies to Healthcare in general and specifically to Hearing Healthcare. I also have a great interest in the psychology of sales and human interaction. I have been involved with social media for some time, both personally and professionally. I find the engagement and discourse on some social media channels fascinating.

I instituted social media strategy for the company I worked for as an experiment. That experiment soon spread throughout the company and I am proud to say that the company is probably one of the most active in the industry. I would like to point out that all views, opinions and thoughts here are mine own. Unless of course they have been planted by the pod people, you just can’t take your eyes off the pod people. Those views do not necessarily reflect upon any views or opinions held by my employer, if I ever get another one.

I think that our industry is in the middle of a time of huge change, I think that the change will be forced by both internal and external pressure. I think that private Independent Healthcare Practices will have to be smart and lithe of feet in order to meet these changes. I hope that some of my blatherings are of benefit to those Practices, Independent Hearing Healthcare Practices need to survive. I believe that if that occurs it will be of real benefit to Patients.

I hope that I, and my writings will play a small part in their continued success.


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  2. Another great article Geoff , I hope your dancing is better than your joke telling 🙂 Emotion is a huge part of what we do as clinicians, for some of our clients we are also councillors, you share definitive moments in their lives with them, and invariably because they come to talk and – you listen. For me having an emotive connection with my clients is important, it builds trust and a sense of security, especially where they have been sold a “pup” in the past by some clown who proports to call themselves a ” Hearing Healthcare Professional”

    Dont ask me to dance though – it aint pretty and it would hurt the world to see it 😉

    • Succinctly put Gerry, we need to consider how we encapsulate that in our marketing. I think we can, I think we just need to consider it and look at other industries and professions for cues.

      I am not sure what you mean about my joke telling though? My wife says I am as funny as I am pretty! 🙂

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