We don’t emotionally trust facts; we trust people – or we don’t. As we process facts emotionally, we trust leaders who move beyond facts to speak in a voice that echoes how we feel, right now. At a time when the public is worried, communicating with the heart can help. Facts alone will not drive people to action, writes Gil Bashe, managing partner, global health, Finn Partners.
Stories by Gil Bashe
At a time when American policymakers are looking closely at healthcare costs and questioning the future structure of the Affordable Care Act, their checkbooks remain open to new health/tech ideas that reduce cost, improve institutional efficiency and patient care. Healthcare communicators need to understand the business of healthcare now more than ever.
For pharmaceutical marketers, public health officials and health plans looking to improve people’s well-being through preventive care, the frequent change of physicians is only one challenge.
The pharma sector is losing its heroic mystique. An industry that pioneered vaccines against diseases endangering billions finds itself facing the ill-wind of public disdain. Regardless of whether some of the