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The 1-2 Landing Page Punch that Will Boost Conversions

[Guest post by Jeremy Smith]

Many marketers get so caught up in the technique of marketing that they neglect the human element behind it. Ecommerce, despite its digital facade, is an intensely human platform because it’s driven by people buying stuff from other people. […]

By |August 26th, 2014|

Medical Marketing: Is That REAL Pain?

Robert Burton of Salon wrote an interesting piece that discusses both the field of prescription drug marketing and how fMRI brain scans have been used to show that pain is “real.”

Fibromyalgia is a condition in which patients seem to experience more pain than non-sufferers. Fibromylgia is thought to be stimulated by mental states like anxiety and depression, but no specific measures like blood tests, X-rays, autopsies, etc., demonstrate any evidence of the condition. The only thing that physicians have to work with is the subjective descriptions of the patients as to their pain level. Now, fMRI brain scans which show more pain-related brain activation in fibromyalgia sufferers may open the floodgates for pharmaceutical companies to offer products like Lyrica to treat the condition. Of course, what the fMRI is showing is that the patient is experiencing a higher level of pain than normal, not that there is a specific organic reason for the pain.

This whole discussion gets into the fascinating area of expectations and individual experience: […]

By |June 15th, 2009|

Better Branding with Chocolate and Sex

Fantasizing about food and sex can reduce pain. (And you always thought those fantasies were a waste of time…) People in emotional or physical distress often turn to “comfort foods” – new research shows that just thinking about these foods can have a significant effect.
“Imagery tactics are the most potent cognitive behavior interventions for pain,” said Dr. Hamid Hekmat, professor of psychology at the University of Wisconsin at Stevens Point and lead author of the study. “We found that food fantasies such as imagining eating your favorite ice cream, chocolate cake or meal had a strong pain-attenuating effect. It enhanced mood, reduced anxiety, and helped coping with ice water pain.”
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By |August 7th, 2008|

Marketing and the Placebo Effect

We all know what the placebo effect is – give a group of patients a sugar pill instead of a medication with active ingredients, and some of them will show an improvement in their symptoms. Drug researchers treat […]

By |July 23rd, 2007|

Pain, Fear, and Vicarious Learning

Why do people react with fear when they see a snake, even though they have never been bitten by a snake or even had much contact with the reptiles? New research shows that the same areas of the […]

By |March 22nd, 2007|

The Dread Zone: Anticipating Pain

Neuroscientists have used fMRI to discover that the brain's anticipation of pain can be as bad as actually experiencing the pain. Marketers should use pain references carefully.

By |May 8th, 2006|