Gallup Research shows that 2/3 of decisions are made by emotional as well as rational factors. And when it comes to people’s health, I think it’s safe to say that percentage probably goes up. There is nothing more emotional or close to our hearts than our health.
Happy National Doctors’ Day! Over 80 years ago, this holiday was founded to recognize contributions of physicians and mark the first use of general anesthesia in surgery. It’s unbelievable how far medical research has come in the past few years—stem cell research, targeted cancer therapies, face transplants, and bionic limbs, to name a few.
You know your patient’s age, medical history, diagnosis, but do you know the most important thing about them that will make them take notice, influence their likelihood to follow through with care, or become loyal customers?
With patients responsible for more of their own out of pocket expenses, healthcare costs on the rise, and options for wellness continuing to grow, patients are doing more research than ever. Hospitals and healthcare providers are beginning to acknowledge the ‘consumerization’ of healthcare. And leaders in this space, from Kaiser to Express Scripts and Novartis, are looking to connect with patients where it matters the most—their hearts. Few decisions are based more on emotion than ensuring the well-being of one’s self or family.
Americans use preventive services at only half the recommended rate, says a recent Centers for Disease Control study. And Cigna is looking to change that, one patient at a time. The insurance company’s ‘"America, Say Ahhhh’":http://www.cigna.com/takecontrol/ campaign looks to make a values-based connection with people focused primarily on stability and protecting their families.