“Health Inertia” is a phenomenon challenging marketers across categories. People know they should practice healthy behaviors like working out and eating well, taking prescribed medications, getting recommended screenings and more. But, they don’t.
“Health Inertia” is a phenomenon challenging marketers across categories. People know they should practice healthy behaviors like working out and eating well, taking prescribed medications, getting recommended screenings and more. But, they don’t.
Typical, informational marketing falls on deaf ears, educating rather than motivating action.
The 2018 Wunderman Health Inertia Report has found that personal motivation and emotion can break this inertia with tremendous results, inspiring 16% greater action and 250% deeper thinking than standard industry advertising. In smoking, a category where despite massive education efforts, 15% of Americans experience inertia and have continued the habit.
Visit www.health-inertia.com to read full study findings and learn how the agency created content that inspired such action, including:
- The process of mapping critical motivations and emotions, including using IBM Watson to identify the important emotional triggers in a category.
- Developed creative informed by the right motivations and emotions.
- Analyzed the conscious and unconscious impact of advertising and so, understood how to optimize performance to inspire greater action.
Join the Health Inertia discussion on Twitter and LinkedIn: @Wunderman #DisruptHealthInertia.