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2018 Wunderman Thompson Health Inertia Study

Putting the Motivation into Education:


The 2018 Wunderman Thompson Health Inertia Study reveals that traditional healthcare advertising is falling short, educating people but not motivating them to take meaningful steps to improve their health.

By contrast, marketing content that zeroes in on people's deep-seated motivations and emotional triggers—especially fear and hope—inspires action and stimulates thoughtfulness by double-to-triple digits.


Which type of emotional content is more effective, content that elicits fear or hope?
Education versus motivation, which type of message will inspire your audience to make health changes?
Which piece of content influenced the highest commitment to quit smoking?

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