品牌的神经心理学：在医疗保健营销中建立信任和忠诚度.pdf

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1、Buckle up,weve got a lot to cover.Hello!Why are we here?To learn how we create compelling experiences that:Foster trust Reduce stress Contribute to lasting patient&customer relationshipsBRAND“A gut feeling about a product,service,or organization.”(Marty Neumeier)Branding“Deliberate differentiation”(

2、Debbie Millman)Psychology“The study of how emotions,memories,and beliefs drive decisions.”Neuroscience“The study of the brain and nervous system,especially how it shapes thoughts,emotions,and decisions.”BRAINMINDWHAT WELL COVERThe Brain!WHAT WELL COVERThe Brain!MemoryThe Brain!Memory Polyvagal Theor

3、yWHAT WELL COVERThe Brain!Memory Polyvagal Theory Activating ChangeWHAT WELL COVERThe Neuro-psychology of BrandJEREMY TANK Director of Brand Marketing at WebPT Brand Sage at Think Tank StudioBUILDING TRUST AND LOYALTY IN HEALTHCARE MARKETINGTo shape perception,speak the brains mother tongue:safety,s

4、tory,and surprise.STANDARD BELL CURVE OF GROWTH2.5%InnovatorsValue-DrivenPurpose-Aware13.5%Early Adopters34%Early Majority34%Late Majority16%LaggardsTOP 3%Active BuyersTOP 10%Marketing Effective30%HAVE A NEED NOT READY TO ACT30%DO NOT HAVE A NEED30%NOT INTERESTED IN YOUR COMPANY,PRODUCT,OR MESSAGELO

5、WER 90%Marketing NOT EffectiveBRANDS ARE BUILT IN THE LOWER 90%WHYHOWWHATBRAND VALUESLimbic Brain:ReactionsEmotionsBRAND BENEFITSBRAND FEATURESNeocortex:ReasonLogicStudies showPurchases start hereand are inspired bystories,imagination,and emotion.How do people make buying decisions?KNOWLIKETRUSTTher

6、e are 2 ways marketing worksBrands outperform commodityBrand as PersonalityCommerce began as handshakes,not algorithms yet the brain still craves ghosts of the village market.Technology scales everything but the heartbeat.A brands purpose is to make the business machine feel like a person.The Brain