How Emotion and Data Are Reshaping Healthcare Marketing

Ian Baer explains that nearly 90% of marketing decisions are driven by emotion, with 80% made impulsively—underscoring the need for brands to move beyond purely rational messaging. He critiques the industry’s tendency toward “marketing by the pound,” where quantity outweighs emotional quality. In highly regulated sectors like healthcare, Ian notes, these constraints often limit creative risk-taking and emotional storytelling. However, he emphasizes that data—when used with intention—can build genuine empathy and authenticity between brands and audiences. His parting advice: “Bring your soul to work every day.”

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