Unlock the Power of Priming in Communications

A Guide for Pharmaceutical  Marketers

Priming is one of the most powerful, yet often underutilised, tools in the world of communication. It subtly shapes how people think, feel, and behave without them even realising it. By strategically setting the stage with specific cues, you can influence your audience’s perception and decision-making process. This blog explores various types of priming with healthcare-related examples and explains how pharmaceutical companies can apply these techniques in their marketing communications.

1. Visual Priming

What is Visual Priming?

Visual priming uses imagery, colours, or other visual elements to create subconscious associations that influence how people perceive information.

Real-World Example

Consider how health campaigns often use bright, inviting colours and imagery of active, healthy individuals. For instance, a campaign promoting physical activity might feature vibrant greens and blues, along with images of people exercising outdoors. These visual elements can prime the audience to associate physical activity with vitality and well-being. In contrast, healthcare brands focused on mental health may use softer, calming colours like lavender or teal to foster feelings of serenity and trust.

How Pharma Companies Can Use It

Pharmaceutical companies can apply visual priming in various ways, such as:

• Using imagery of happy, active patients in product brochures and ads to prime healthcare professionals (HCPs) to associate the medication with positive health outcomes.
  
• Designing packaging and promotional materials with calming colours, like blue, to convey stability and safety.
• For example, medications for anxiety or depression may feature soft blue hues to reassure patients.
  

2. Linguistic Priming

What is Linguistic Priming?

Linguistic priming uses specific words or phrases that can trigger certain associations or emotions in the reader’s mind, framing how they interpret the rest of the message.

Real-World Example:

In the healthcare sector, companies often use terms like “life-saving,” “effective,” and “evidence-based” in their marketing. For example, a new cancer treatment might be marketed with phrases like “clinically proven to improve survival rates.” These words prime both patients and HCPs to view the treatment as credible and essential.

How Pharma Companies Can Use It:

In communications like product brochures or online ads, pharmaceutical companies can:

• Start with phrases like “backed by extensive clinical trials” or “designed to improve quality of life” to prime HCPs to trust the efficacy of the drug from the outset.
  
• Use keywords like “groundbreaking therapy” or “transformative treatment” in the opening lines to spark excitement and curiosity about a new product.
  

3. Contextual Priming

What is Contextual Priming?

Contextual priming occurs when the environment or setting in which information is presented influences how the information is received and understood.

Real-World Example:

In healthcare settings, the atmosphere of a clinic can significantly influence patient perceptions. For instance, a clinic that uses soothing music, comfortable seating, and calming decor can prime patients to feel more at ease and open to discussing their health concerns. Similarly, telehealth platforms that feature user-friendly interfaces and clear navigation can prime patients to feel confident in using the service.

How Pharma Companies Can Use It:

In pharmaceutical communications, contextual priming can be applied by:

• Presenting information in clean, organised formats, such as well-structured emails, brochures, or websites. This primes HCPs to perceive the content as clear, professional, and trustworthy.
  
• Structuring clinical trial results or product benefits in logical, step-by-step formats. This primes audiences to view the data as well-organised and scientifically robust.
  

4. Temporal Priming

What is Temporal Priming?

Temporal priming refers to the timing of a message and how delivering it at the right moment can influence the audience’s perceptions and reactions.

Real-World Example:

Healthcare providers often send reminders for vaccinations or health check-ups at the start of flu season or during back-to-school periods. This primes patients to think about preventive care at the right time. Similarly, campaigns promoting mental health awareness are often launched in October, coinciding with Mental Health Month, to highlight the importance of seeking help during that time.

How Pharma Companies Can Use It:

Pharmaceutical companies can take advantage of temporal priming by:

• Timing communications around relevant health events, such as launching a new flu medication at the start of flu season or aligning cancer treatment communications with Cancer Awareness Month.
  
• Scheduling product updates or clinical data releases to coin

5. Emotional Priming

What is Emotional Priming?

Emotional priming works by triggering specific emotions that then influence how people interpret the information that follows.

Real-World Example:

Health charities often start their campaigns with powerful testimonials from patients who have overcome significant health challenges, priming viewers to feel empathy and a sense of urgency to help. For instance, a campaign for diabetes awareness may feature stories from individuals who have successfully managed their condition, evoking feelings of hope and inspiration.

How Pharma Companies Can Use It:

Pharmaceutical companies can leverage emotional priming in their communications by:

• Beginning sales presentations or patient materials with compelling patient stories that highlight significant health improvements or life changes due to the medication. This primes HCPs to emotionally connect with the potential impact of the treatment.
  
• Using testimonials or success stories in social media campaigns to evoke empathy and trust in a drug’s efficacy.
  

6. Sequential Priming

What is Sequential Priming?

Sequential priming refers to the order in which information is presented, influencing how subsequent information is processed and understood.

Real-World Example:

In product advertising, healthcare marketers often present the benefits of a treatment before discussing any potential risks or side effects. For instance, a new allergy medication might highlight its fast-acting relief and ability to improve quality of life before mentioning common side effects. This primes patients to focus on the positive aspects of the treatment.

How Pharma Companies Can Use It:

Pharmaceutical marketers can structure their messages to:

• Present the benefits of a treatment first, such as improved patient outcomes or ease of use, before discussing potential side effects. This primes HCPs to view the treatment favourably, even when considering its risks.
  
• In digital content, lead with patient improvement metrics, priming the audience to see the product as effective before diving into more technical data.
  
  Conclusion

Priming is a versatile and highly effective tool for pharmaceutical companies looking to optimise their communications. Whether through visuals, words, context, or emotional appeals, these subtle cues can significantly influence how HCPs and patients perceive and respond to your messages.

By understanding and applying priming techniques, pharmaceutical marketers can make their communications more persuasive, engaging, and ultimately more successful.

If you'd like to know more about how to leverage priming in your healthcare communications, please just sent your question to [email protected] and we'd be more than happy to help.