{"id":12673,"date":"2014-01-01T00:00:00","date_gmt":"2014-01-01T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/uncategorized\/show159\/"},"modified":"2014-01-01T00:00:00","modified_gmt":"2014-01-01T00:00:00","slug":"show159","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/talk\/show159\/","title":{"rendered":"The Importance of Emotion in Evaluating Product Promotion: Insight Into Physicians’ and Patients’ Minds"},"content":{"rendered":"

The Importance of Emotion in Evaluating Product Promotion Insight Into Physicians’ and Patients’ MindsClick Here for Additional Resources<\/a><\/p>\n

A conversation with Dr. Jeremy Pincus<\/b> (see bio<\/a>), Principal and Quantitative Team Leader, Forbes Consulting, about the importance of measuring physician and patient emotions when evaluating product and positioning. We talk about his company’s proprietary MindSight\u00ae Emotional Assessment, which is a new way to gather data directly from the emotional brain by “talking in pictures.” <\/p>\n

Aired LIVE on: Wednesday, March 7, 2012 <\/b> <\/p>\n<\/p>\n

Listen to internet radio<\/a> with Pharmaguy<\/a> on Blog Talk Radio<\/p>\n

You also may visit this Pharma Marketing Talk Segment Page<\/b><\/a> to listen to the audio podcast.<\/p>\n

This show and ALL Pharma Marketing Talk shows are available as podcasts via PMT on iTunes<\/b><\/a> (FREE!).<\/p>\n

Background<\/b><\/p>\n

Pharmaceutical marketers often struggle with the challenge of getting “below the surface” when speaking with hyper-rational physicians and symptom-focused patients to find out what really drives them to act as they do. Often physicians want to avoid talking about their feelings, and patients can often be unable to articulate how they feel.<\/p>\n

Over the past 20 years, cognitive neuroscience has convincingly demonstrated that our thoughts tend to be composed of stories we invent to make sense of our emotions. Fortunately, new techniques are being developed to permit researchers to speak directly to the subconscious mind, unfiltered by this kind of “storytelling.”<\/p>\n

Forbes Consulting works with physicians and patients in the areas of oncology, asthma, COPD, osteoarthritis, erectile dysfunction, and acute coronary syndrome that directly measured physician emotional and motivational engagement with treatment options.<\/p>\nQuestions\/Topics Discussed<\/b><\/p>\n