Date: April 27–30, 2015
Learn how to attract and retain members in the rapidly expanding direct-to-consumer health care market. You'll gain strategic insights into all the big impact trends, strategies and developments that will help you engage and communicate effectively. Health care’s renowned thought leaders will equip you with the insights you need to build an integrated marketing campaign, including the full spectrum of tools and strategies—from traditional to digital.
Tom Reid, VP/Health Care, and Kristin Flor, Director of New Business, Marketing and PR, will present. Their session will show what persuasive creative looks like—giving real-world examples of the good, the bad and the truly effective.
What Makes Consumers Buy? The Art and Science of Persuasion
A reasoned argument can change minds, but emotion is what drives action. Yet we are often unaware of the emotional forces that motivate us—and we even downplay the role of emotion when we ask for action from our customers. The Art and Science of Persuasion is an overview of the seven dominant principles of persuasion we've learned from our experience in marketing, from research and from consumer psychology. In this session, we will examine:
- Each of the seven principles and how they apply to consumer decisions in everyday life
- Primary consumer research to better understand the insights and motivators for how consumers evaluate and choose their health care plans
- How health care marketers try to influence consumer decisions. Who's doing it well? Who's not?
- Practical takeaways to help you better connect with your consumers and prospects
This session will be presented at 10:40 a.m. on Tuesday, April 28.
Visit the Direct-to-Consumer Health Care Marketing website for more information or to register.