Healthcare marketing that matters – using emotion to fuel engagement

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Here’s a good post by Stewart Gandolf over at HealthWorks Collective – Watch, Feel, Share: How Emotion-Fueled Videos Propel (Viral) Engagement.

Confirming what we intuitively know but sometimes neglect to deliver as we get wrapped in our internal vs. external perspective – it’s emotions that make marketing campaigns get noticed, attract viewers and go viral, according to research reported by the Harvard Business Review (HBR). Viral videos, HBR reports, “generate high levels of social engagement, sharing, and brand interaction, which can lead to sharp increases in digital brand advocacy.”

The HBR article goes on to make a very important point – if you don’t already have a large built-in audience, you must attract them from elsewhere. Viral marketing is hands-down one of the best ways to do this. Viral marketing:

• breaks through the noise
• creates massive brand exposure and free press
• generates high levels of social engagement, sharing, and brand interaction, which can lead to sharp increases in digital brand advocacy.
• massively improves organic search rankings
• increases brand engagement

Stop by Stewart’s post and the HBR article. Both are informative, enjoyable and use emotion (through video) to fuel engagement.