It's Not All About Efficacy, It's About Emotion: Understanding What Drives Physicians' Prescribing Decisions
Recorded Webinar: February 28, 2007
Duration: 60 minutes
Topic Abstract:
Having a deep understanding of physicians' prescribing decisions unlocks the opportunity to make your brand their first choice. To achieve this understanding you need to move beyond functional attributes and dig down into emotional drivers. Ipsos has been a leader in emotional research for years. In this webinar, we reviewed the latest developments in emotional research among physicians and patients, including:
- Why understanding the role of emotions in prescribing is important;
- When it is appropriate to measure emotions;
- The roles emotional response and emotional motivation play;
- When it is time to go for a deep dive on emotions and when a quick snapshot measure reveals enough.
To better understand the opportunities for your brand, please view this recorded presentation or download a pdf copy of the deck.
