Some campaigns ignite immediately. Others fizzle out - despite strong creation, clever arguments and high-reach channels. Why is that? The answer begins where traditional marketing often ends: in the mind of the other person. Because attention is not a sure-fire success. Consent is no guarantee of action. This special introduces you to the subtle levers of advertising psychology that can turn a good intention into actual behavior.

"Next" arrowThe eel effect in pharmaceutical marketing

The eel effect in pharmaceutical marketing

The campaign - clever, effective, attention-grabbing! The healthcare professionals (HCPs) show interest, nod in agreement, make a resolution - and in the end go back to their usual therapy. Why is that? Why don't HCPs prescribe what we communicate (so cleverly, so accurately, so attention-grabbing!)?
"Next" arrowAdvertising psychology in healthcare marketing (1): The power of simplicity

Advertising psychology in healthcare marketing (1): The power of simplicity

After a long day in the clinic or practice, doctors have little energy left to deal with complex advertising measures from the pharmaceutical industry. It therefore makes sense to make it as easy as possible for them to access information.
"Next" arrowAdvertising psychology in healthcare marketing (2): The power of social influence

Advertising psychology in healthcare marketing (2): The power of social influence

In this article on the topic of "social influence", we shed light on the impact of social norms and show how they can be used positively in healthcare marketing.
"Next" arrowAdvertising psychology in healthcare marketing (3): The power of the right timing

Advertising psychology in healthcare marketing (3): The power of the right timing

In healthcare marketing, not only the message itself plays a decisive role, but also the timing of its transmission. In the third part of our series, we look at the importance of the right timing and how it can increase the effectiveness of marketing measures.
Heiko Pröger
Managing Director
Heiko Pröger

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  • 1 Kahneman, D. (2011). Thinking, fast and slow. Penguin UK.
  • 2 Blumenthal-Barby, J. S., & Krieger, H. (2015). Cognitive biases and heuristics in medical decision making: A critical review using a systematic search strategy. Medical Decision Making, 35(4), 539-557. https://doi.org/10.1177/0272989X14547740
  • 3 Donohue, J. M., Guclu, H., Gellad, W. F., Chang, C.-H., Huskamp, H. A., Choudhry, N. K., Zhang, R., Lo-Ciganic, W.-H., Junker, S. P., Anderson, T., & Richards-Shubik, S. (2018). Influence of peer networks on physician adoption of new drugs. PLOS ONE, 13(10), e0204826. https://doi.org/10.1371/journal.pone.0204826
  • 4 Spirit Link Oncology Study 2024: What triggers oncologists to look into new therapies?
  • 5 Schwarzer, R. (1992). Self-efficacy in the adoption and maintenance of health behaviors: Theoretical approaches and a new model. In R. Schwarzer (Ed.), Self-efficacy: Thought control of action (pp. 217-243). Washington, DC: Hemisphere.
  • 6 Rothman, A. J., & Salovey, P. (1997). Shaping perceptions to motivate healthy behavior: The role of message framing. Psychological Bulletin, 121(1), 3-19. https://doi.org/10.1037/0033-2909.121.1.3

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