Inspiring Change Through Meaningful Creative

Inspiring Emotion-Driven Creative
Jena Dengrove post by: Jena Dengrove

Medical Marketing & Media (MM&M) recently named LiveWorld as one of eight healthcare marketing agencies to watch in their 2019 Top 100 Healthcare Marketing agencies issue. It’s a huge milestone to be recognized for our expertise in developing campaigns that grow awareness and change behaviors through emotion-driven creative and content.

An Emotional Patient-Centric Strategy

The healthcare experience is innately emotional due the physical and mental demands placed on patients and caregivers as they traverse through what can be a stressful and frustrating journey.  That’s why it’s incredibly important to recognize the changes in a patient’s psyche throughout their experience from condition awareness to diagnosis and treatment, and hopefully to a state of relief when support and empathy can be shared with other newly diagnosed patients.

What Drives Our Insights?

The campaigns and content we develop for our clients are based on insights uncovered from patient conversations from a variety of outlets. First, we start with the research our client has already collected and supplement that with social listening data. In addition, we talk directly with patients and decision influencers such as nurses, caregivers, and family members. We make it our commitment to get to the core experiential truth to better understand the patient’s emotional context which uncovers additional insights that guide our thinking and decision-making.

Creative that Connects

In order to truly connect with our audience, I believe we must deliver on-point, attention grabbing creative that sparks an emotional response. By understanding our audience and approaching them at critical junctures in their treatment path, we can provide them with content that offers hope, inspiration, or a way forward, and are therefore able to drive behavior change.

In many cases, our goal is to create or increase patient dialogue. It has been shown that positive conversations are scientifically proven to create a chemical reaction, increasing the production of oxytocin, a feel-good hormone. At LiveWorld, we understand how the “chemistry of conversations” can inspire new habits, actions, and choices. We use our expertise to tap into the emotional nature of the patient journey to develop meaningful, targeted communications that build deeper human connections and ultimately drive positive behavior.

Helping Lead Change

One of the reasons I love working in the healthcare space is the ability to create work that truly has an impact on people. I am proud to be a part of a company that shares these same values and continues to create effective dialogue between patients, caregivers and healthcare professionals.

Read more about the role of creative in effective pharma marketing.