2018 Wunderman Thompson Health Inertia Study
Putting the Motivation into Education:
HOW MARKETERS CAN SPUR PEOPLE TO HEALTHY ACTION
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.