Facts alone are often not enough when crafting a brand story—emotion is just as important in driving and changing behavior. We define Emotivation as the emotional hook that transforms facts into a compelling and motivating story.

We create an Emotivational story by diving deep into the sometimes vast amounts of data that influence decisions. We separate the data into three categories—Clinical, Attitudinal, and Behavioral—to better analyze and refine the most important and differentiating pieces of information to develop the Emotivational story.

So let’s take a look at what we mean by each of these categories:

ClinicalWhat it is. The facts and figures. This type of data includes the nature and course of a disease, treatment algorithms, patient demographics, clinical trial data, prescriber information, etc.

AttitudinalHow patients/prescribers feel about the disease, current therapies, their outlook. This is the most emotional type of data. Examples include qualitative research results, information gathered from monitoring social media channels (especially those where conversations are taking place), including physician social media channels, etc.

BehavioralWhat patients/prescribers do. This is the quantifiable data about how patients/prescribers engage with assets and resources. This type of data includes quantitative research, Google Analytics, compliance and persistency data, prescribing/sales data, internet search behavior, etc.

Analyzing these groups of data enables us to create a set of core brand benefits that lead into the Emotivational story, empowering us to develop differentiating creative campaigns and smarter tactical plans.

Your data has a story to tell. Let’s go find it.

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