Building An Emotion-Based Marketing Campaign

By Kathy Roy Gaughran
Senior Marketing Strategist

Person holding up different colored paper displaying emotions in front of faceAnyone who has been in need of medical care knows it can be a deeply personal and emotional experience. For friend, family or individual–from walking in the door to the time of discharge, people want to feel safe, respected and understood.

Many hospitals and doctors promote themselves as the compassionate, caring choice that you can trust. So, as a provider, how can you stand apart from the crowd and uniquely connect with your audience?

Emotion-based marketing…

Tapping into your audiences’ emotions can be a powerful means to differentiate. Emotional ads drive higher conversion rates because they strategically connect with feelings and influence choices.

Emotions are designed to drive the decision-making process by providing the brain with information simply and quickly, without requiring a lot of deep thought. Many people refer to this experience as their ‘gut instinct.’

Three ways to build an emotion-based marketing campaign

  • Know your audiences emotions
    There are many emotions you can focus on with healthcare, particularly confidence, empathy, safety, hope, compassion and love. Determine which emotional traits best represent your brand, your message and the type of image you want to convey. Is there a higher-level message that you can tie to this emotion?
  • Balance emotion and reasoning
    On one hand, healthcare providers and hospitals have an opportunity to point to high-quality medical procedures, in a state-of-the-art facility using advanced technologies. Plus the fact that they provide support for the emotional aspects of the patient experience.
  • Be honest
    An emotion-based marketing campaign will be successful if the emotion and the message you are sharing are real. Is it the same as the feeling and experience your patients have while they are in your care? For example, if your campaign promotes the feeling of hope, the entire patient experience should support that feeling.

Emotional ads typically focus on the audience’s problem, need or pain point. Visual images that tell an emotional story can be effective in helping your patients understand how your products or services can solve the problem, answer the need and help them.

Healthcare affects everyone on a personal and emotional level. When your hospital or practice creates an emotional connection through your marketing message, you can quickly and easily build brand loyalty and trust.

If you’d like to learn how we could help you create a powerful, emotional marketing campaign for your hospital or medical practice, please give us a call at 800-656-0907.

Kathy Roy Gaughran
Kathy Roy Gaughran
Senior Marketing Strategist at Healthcare Success
In her career, Kathy has helped over 4,000 clients all over North America achieve their growth goals. As an award-winning strategic marketing planner, Kathy has been involved in both the high-level strategies required for long-term sustainability, plus the tactical execution used to accomplish the day-to-day successes. Kathy’s clients include practices with annual revenues well over $10 million and with annual marketing budgets up to $900,000. In addition, Kathy is an accomplished speaker, appearing at countless national, local and state healthcare associations. Kathy is a member of the American Marketing Association and The Direct Marketing Association.



Your proposal will include:

Competitor Intel Icon
Competitor Intel
Recommendations Icon
Our Pricing Icon
Our Pricing

...and much more!

“Despite practicing in a hyper-competitive market, our new-patient counts are double what they were for the same time period last year. Hiring Healthcare Success was one of the best business decisions I have ever made.”

Headshot of Jonathan Calure
– Jonathan Calure, MD

List of recent conversions