The main theme of this story strongly reinforces what we have found in our year-long update of the Klick Health / DHC report Best in Class Social Landscape: emotional content gets shared way more than other types.
The winter Olympics provided an opportunity for some marketers to make the most of “emocial”:
- P&G “Thank-you Mom”: the portrayal of athletes’ stories and successes through the eyes of their adoring parents can’t help but strike a chord. This campaign was wildly successful for P&G.
- AT&T “It’s Our Time”: patriotism takes center stage with this campaign for citizens to cheer on the US athletes. Yay for us is almost as good as the “motherhood” topic.
- Liberty Mutual “Rise”: shows the athlete stories of success through adversary, a common theme for athletes of any type.
This is an important lesson for healthcare marketers. Yes, HCPs and patients want hard data on efficacy, safety, and dosing, but they are also people and no other industry has as much emotion embedded in it as healthcare. Explore its uses in your own social channels to see what works.
Source: Email Institute