Hair, Medicine and You: The Power Of Emotional Branding

Sometimes it may seem as if the radio waves (especially late at night) are saturated
with commercials touting the latest cure for hair loss. Some of the most ubiquitous
advertisements are for hair transplant surgery. Many are familiar with the Hair Club
To Man famous tagline: "They are not only the president, is also a customer."
(Incidentally, the company is now called "Hairclub" to indicate his attention on the broader
restoration hair needs of men, women and children.)

Hair transplant surgery is a controversial business. In 1996, Bosley Medical
Group settled a lawsuit brought against the District Attorney for Los Angeles
nearly $ 650,000. The Attorney General argued that the company had engaged in
"The dishonest and harmful advertising" on the services offered. In particular, the lawyer
General said that before and after photos of Hair Restoration Surgery were
misleading and that the amount of pain caused procedures has been reduced to a minimum.

Despite these accusations, Bosley Medical Group has continued to attract customers. And, in
August 2001, the company was sold to Group Aderans, a Japanese wig manufacturer,
for $ 45 million.

How can we explain the continuous absorption of the consumers of a hair transplant surgery,
despite the risks and uncertain outcomes associated with the procedure? The success
hair restoration activities can be partly attributed to the power of emotional
branding.

Read on for an overview of emotional branding, an analysis of how you drive
surgery and hair replacement sales as drug companies have used
advertising of products. The last section provides guidance on how you can use
emotional branding to increase the absorption of your products and services.

Emotional Branding: What Is It?

Emotional branding refers to the activities of marketing communications that seek to
connect a brand to specific feelings and emotions of consumers. Marketing expert Marc
Gobe ​​has suggested that the success of emotional branding "brings a new level of
credibility and personality to a brand by connecting powerfully with people
personal and global level. "Gobe cites Ben and Jerry, Nike and MTV, as some of
brands that have successfully identified the most basic needs of their customers and
moved to meet them.

Emotional Branding and Hair Replacement Surgery

Drs. James Harris and Emmanuel Marritt, authors of "The Hair Replacement
Revolution ", have argued that the loss of hair, men unconsciously associated with death.
In particular: ". Hair Loss = Loss of youth = inevitable aging = Death"

The powerful emotions associated with hair loss are important drivers of behavior.
Hair replacement surgery marketing have learned to exploit these emotions. Their
advertising suggests that hair restoration surgery is a safe, highly effective
procedure that can prevent death. This brand of emotional marketing speak
the most basic of human desires: long life and prolonged physical attraction.

The emotional branding associated with a hair transplant surgery has pushed sales of
Despite their spending procedures, the outcome is uncertain and security. It
the procedure which the ability to mask the appearance of aging is sufficient to convince
people to submit to it - despite the risks.

Emotional Branding and the Pharmaceutical Industry

While the hair transplant industry has successfully used the power of emotional
branding, pharmaceutical companies have had mixed results with this marketing
tactic.

Traditionally, pharmaceutical companies have tried to differentiate drugs
according to their functional characteristics. For example, Kos Pharmaceuticals
differentiated its drug for cholesterol, Niaspan, focusing on the fact that
significantly increases "good" or HDL cholesterol. Other drugs such as cholesterol
Lipitor in the first place lower "bad" or LDL cholesterol.

Since 1997, pharmaceutical companies are increasingly being used DTC (direct-to-
consumer) ads tout the emotional benefits of their drugs
patients. Some of these benefits include increased vitality and mobility (anti-pain
Vioxx), freedom (allergy drug Claritin) and empowerment (acne
drugs Differin).

The pharmaceutical industry has been heavily criticized for its advertising campaigns.
Critics have suggested that DTC advertising increased sales of expensive
drugs. Furthermore, they noted that some drugs have highly publicized
been proved dangerous. Commercials for Vioxx, which Merck withdrew from the market
in 2004, have been cited as a particularly egregious example of irresponsible
pharmaceutical marketing.

Pharmaceutical Marketing has responded to calls for more responsible DTC
advertising. In August 2005, the Pharmaceutical Researchers and Manufacturers
Association (PhRMA) today announced new industry guidelines. A key objective of
recommendations is to educate patients more effectively about the benefits and
the risks of drugs.

These developments have led to significant changes in the tone and tenor of
Recent pharmaceutical advertising. In general, advertising began to
characteristic doctors and other health care more important. In
In addition, some spots are focused more on consumer awareness
a condition that promote a specific product.

This adjustment in the strategy of advertising can be seen as another form of emotions
branding. With the headlines filled with news of the withdrawal and
causes, the industry has concluded that people want reassurance. The primary
new ads convey emotion is security. The producers want people to
feel comfortable taking a drug. One way to do this is to ensure that
information on risks and benefits of drugs is clearly communicated.

Emotional Branding and You

Organizations of all types can benefit from emotional branding. People more
associate a product or a service with a positive emotion, the more willing will
rely on it. For example, after the tsunami and Hurricane Katrina, the American
Red Cross has received the vast majority of the donations. People may have felt safer
support the efforts of the Red Cross because the trust. They believed that the
organization would have delivered what it promised.

However, recent developments indicate that the brand reputation of the Red Cross is
serious risk. In December 2005, Congress has charged that the accusations started
organization was slow to respond to Katrina and provided an irregular service -
especially for African-Americans. It will be crucial for the Red Cross quickly
address the concerns of its members and Congress to maintain its position
a service of the U.S. organizations authoritative.

Here are some ways to strengthen the "emotional quotient" of a mark and collect
the benefits of emotional branding.

* Customer focus: Customers respond well to brands that establish
partnership based on mutual respect. Organizations must comply with customers'
boundaries and respond to their needs.

* Satisfy the customer's wishes: Try to associate your product or service with a
customer's wishes, rather than the needs. For example, a customer needs a car to
from point A to point B. However, they may want a machine that will
make them feel different, flattered or important. To be more successful, fulfill your
the desires of customers.

* Be reliable: Deliver your brand promise: Be what you say and say what
you mean. It builds confidence and trust absorption units.

* Building a relationship: Customers like to feel that those who have to deal with care
and respond to their needs and desires - both declared and undeclared.

Emotional Branding is a powerful and useful tool. If applied properly, can
increase the absorption of your products and services and help you establish a stronger link
with customers.

(C) 2006 Fard Johnmar...