In a surprising twist on decades-long assumptions about what motivates doctor behavior, new research reveals that physicians respond more favorably to emotional, personal advertising than to rational, science-based communications that are the industry norm, the 2019 Wunderman Thompson Health Inertia Study has found.

In contrast to the first and second studies, which focused on consumer health behaviors, this study focused on physicians. Relative to doctors who were shown rational ads that were generalized, the study found that 34% more doctors were likely to take action after seeing emotional ads that addressed them on a personal level.

The findings reveal simple steps every brand could take to motivate greater action.

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