The scary side of excellence: What if your brand’s medical messaging was accidentally scaring people away?

Room 4 | 2:15 pm - 2:45 pm | Tuesday, March 28, 2023

Using St. Louis Children’s Hospital as an example, we will show you how an evidence-based psychological theory known as Terror Management Theory can positively shape storytelling, tone and visual aesthetic to dramatically transform how people think of a hospital – and build trust along the way.

Key takeaways:

1. Terror Management Theory describes how many people psychologically insulate themselves from information or situations that prompt a deep fear of mortality.
2. It is important to understand the difference between what you treat vs. how you are treated.
3. Communication messaging/advertising needs to consider Terror Management Theory when communicating with patients and can combat these fearful impulses through positive imagery and positive empathy in order to attract parents.

Case Study Healthcare/Pharma Presentation by Supplier