Positioning To Win Heart & Mind.

Here’s a marketing paradox: what is more important in winning consumers, their heart or their mind? This is a perplexing challenge in terms of strategy, especially for healthcare marketers.

To start with, we are essentially emotional beings. And few things are more important to us than our health, or that of our loved ones. Simply put, we may rationalize that we are compelled—positively or negatively—by our emotions. We’re ruled by our emotions.

You could look at it this way: features are the foundational building blocks of our product or service offering. Off of these building blocks, we present both categorical benefits (those that are also offered by our competitors) and differentiating benefits (those that are unique and provide a competitive advantage for our organization). But the Holy Grail or a strong brand position is to connect on an emotional level with our clients, patients and partners. How will we help them achieve what matters most in their lives?

Here’s an example of this principle in action. I once undertook a qualitative research study with a number of consumers. In the session I presented a variety of selection factors (rational benefits). The participants dutifully rated and ranked each attribute. So we knew which factors were most important in positioning the service line. We then proceeded to present a variety of creative concepts. They ranged from straight-forward to benefit-rich to emotional. Participant reaction was immediate: the emotional, visual concepts connected most with them on an emotional level. These were concepts that conveyed how the service would make a positive impact.

RATIONAL STRATEGIC FACTORS
• Outcomes
• Competence
• Specialty Capabilities
• Technology
• Experience
• Degrees & Certifications
• Rational Promises
• Deliberate/Slower

EMOTIONAL STRATEGIC FACTORS
• Trust
• Confidence
• Likeability
• Professionalism
• Communication
• Intuition
• Emotional Promises
• Faster/More Impulsive

The Heart & Science Of Strategy.
Of course there is an art and science to strategy and the creative expression of positioning. Typically the high-level concept most effectively connects with audiences on an emotional level, especially if it is visual and they can relate to it (put themselves in the picture). But typically vague emotion is not compelling without tangible reasons to back it up. So it is essential that strong concepts are supported by compelling rational benefits. And, of course, it is also important that the emotional concepts are well-crafted…not overly sappy or cliché. This requires exploration and careful creativity.

When you consider strategy for the positioning of your brand, product or service, consider basic human nature…perhaps the way your spouse or a close loved one thinks. We typically go with our hearts in making decisions, but rationalize decisions with our minds.