Gain- vs. Loss-Framed Messaging: What do patients best respond to?

21 Jun

AHAA Consumer Behavior Series: Message Framing

The way we communicate to customers through marketing materials is extremely important when it comes to their feelings and opinions about, and ultimately their purchasing decisions towards our brand. From the tone we set to the phrasing we use, the way we communicate in an advertising landscape can make or break the relationship between the customer and the brand. Especially in the healthcare industry, messages conveyed to patients must be tailored to speak directly to the audience and meet them at the exact point of their journey towards healthy living.

In the first installment of AHAA’s Consumer Behavior Series, we’ll examine the different ways to frame messages when speaking to hearing healthcare patients.

  • Gain-Framed Messaging
    • This type of messaging focuses on the benefits of acting on a certain behavior – put more simply, the benefits of purchasing the service/product in question.
    • Ex: Hearing aids help people with hearing loss better connect and communicate with loved ones.
  • Loss-Framed Messaging
    • On the other side of the coin, loss-framed messaging stresses the negatives of not acting on a certain behavior – or the negatives of not purchasing said service/product.
    • Ex: Without hearing aids, people with hearing loss experience a disconnect from loved ones and suffer anxiety.
  • Mixed-Framed Messaging
    • The combination of gain- and loss-framed messaging; usually introducing the gain as a solution to the loss.
    • Ex: Hearing loss can lead to communication problems with loved ones, but the good news is that hearing aids can dramatically improve your ability to reconnect.

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Consider the age-old idiom of using “the carrot or the stick” to change behavior based on either rewards or punishments. Gain-framed hearing messaging represents the carrot – or the future benefits of seeking treatment, whereas loss-framed hearing messaging represents the stick – the negative flipside to not seeking treatment. There are some campaigns that successfully employ the “stick approach” of loss-framed messaging (think the scare tactics of anti-smoking campaigns), but the hearing industry is its own unique landscape and therefore requires a different framing device to motivate patients to purchase.

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Overall, gain-framed messaging tends to be the most effective approach in the hearing healthcare sphere. Patients respond better to positive language that emphasizes the benefits of seeking audiological treatment and the improved quality of life that results.

The doom-and-gloom nature of most loss-framed messaging instills a sense of fear in patients that does not translate into the positive mindset associated with ready-to-buy attitudes. Using a negative voice can come off as critical and judgmental to the audience, automatically isolating them further. Especially in a climate where hearing loss is already stigmatized and associated with weakness and old age, loss-framed messaging does not perform well with the target audience.

Of course, there is a time and place when the negative aspects of untreated hearing loss may need to be addressed, like in educational seminars and informational articles. However, when it comes to introducing your customers to your brand and practice – via print ads, brochures, direct mailings, etc. – show your patients the increased quality of life possible with better hearing, and how you can help them achieve that.

Wellness-focused materials are great tools for putting a positive spin on seeking hearing help. Make sure your practice has some sort of Wellness Program in place, and use promotional items to encourage patients to commit to hearing and whole body health. Help your patients look to a healthier, happier future and communicate the benefits of taking the first step towards hearing wellness!

If you have questions about gain- or loss-framed messaging, or would like any assistance in developing any wellness materials, contact marketing@ahaanet.com today!

 

 

 

Sources:

American Marketing Association, Framing Health Care Messages: Why Interpersonal Context Matters

Health-Care Product Advertising: The Influences of Message Framing and Perceived Product Characteristics

Positive Messages Make the Most Impact in Public Health Campaigns

Marketing Trends You Need to Know.

16 May

We all know that marketing can be expensive! At AHAA we want to make sure that our Associates are getting the most value from their marketing investment. To do that we routinely analyze our customers’ marketing program results.  Then, we assess the performance of the individual practice’s efforts against their marketing plan and provide recommendations for investment adjustments to make it a stronger plan.

In creating these comprehensive marketing ROI reports we’ve noticed some trends. We’ve collected those results and summarized the data to reveal what is working, and what is not!

AHAA-011369 Marketing ROI

So… are you getting the most value
from your marketing budget?

Contact the AHAA Marketing Department today for an objective review of your marketing ROI. Call 800-984-3272, select Option 8 for Marketing or email us at marketing@ahaanet.com today!

Would you like to improve your Digital Marketing awareness?
Click here to download a copy of our latest white paper.

 

 

Getting Ready for Better Hearing and Speech Month

27 Apr

It’s almost that time of year again where we designate an entire month to emphasizing the importance of hearing health and wellness. That’s right – Better Hearing and Speech Month. This May, the American Speech-Language-Hearing Association (ASHA), has selected the theme of “Communication Takes Care”. Be prepared for your social media timelines to be flooded with this hashtag as well as #BetterHearingandSpeechMonth or #BHSM this upcoming month.

BHSM photo

As professionals involved in the hearing healthcare industry, we know that the cause of hearing health and wellness should be at the forefront of minds every month. The challenge is that the general public has still yet to associate the month of May with the support of this cause. So how do we bring BHSM awareness to the mainstream in our communities?

The answer to that question is found by looking at BHSM from a different vantage point: the marketer’s perspective. Let’s consider these marketing tactics to help increase awareness for Better Hearing & Speech Month:

  • Promotional Collateral: Whether it’s a poster hanging in your office or informational pieces to distribute to patients, having collateral to promote BHSM is a great tool to educate people on the importance of spreading awareness for hearing health and wellness.

There are plenty of marketing materials out there to help your practice promote BHSM all month long. Check out AHAA’s Wellness Marketing Tools, which can easily be repurposed to include BHSM messaging. There are also tons of promotional resources and ideas on ASHA’s website. Remember, having materials is one thing – but make sure you are actively using any promotional items!

  • Engage Your Employees: It all starts with you and your practice. No matter how big or small your practice may be the first step is for everyone to get on board and excited about the cause. Encourage your employees to pass out your promotional materials and mention BHSM by name – the more times people are exposed to the name, the more likely they are to form an association with it. Brainstorm ways that your staff can get charged up about BHSM in your daily huddles. Making it exciting for your staff will ultimately translate a positive attitude towards BHSM onto your patients.
  • Community Events: Involvement in community events is important for your practice no matter what month it is (read more on that here!), but May is a good time to start if your practice doesn’t already have an active presence. Use this month to get your name and face out in your local community; host an educational seminar, coordinate a hearing walk, sponsor a local organization, or volunteer! Whatever you do, make sure you and your staff are utilizing the BHSM collateral to reinforce your efforts.
  • Digital Buzz: Utilizing online platforms to spread the word about Better Hearing and Speech Month will give a voice to this cause in the digital media realm. Use this month to educate the public on hearing loss by sharing facts, studies, and any other informative tidbits on your website or social media pages. If you are actively participating in community events or want to highlight a patient’s story, take photos and share them online. Make sure you’re using hashtags like #BHSM or #CommunicationTakesCare to get this year’s topic trending on Facebook and Twitter!

Think of the heights that BHSM can reach if we do our part to bring attention to it, even if we start on a smaller scale within our local community. Consider the success of Breast Cancer Awareness Month: October is a month filled with pink ribbons, fundraising campaigns, and social media hashtags galore. This month of awareness has turned into a social movement, raising money for research and ultimately de-stigmatizing breast cancer.

Starting Small

It all starts with the conscious efforts that you and your practice make to increase awareness of hearing loss in general. Taking advantage of a month dedicated to hearing and speech wellness can be the push needed to bring mainstream attention to a cause that is near and dear to our hearts. In order to reach the global scale that we know this cause deserves, we need to start small and focus on the initiatives within our grasp to bring awareness to our local communities first.

If you want to learn more about how AHAA can help get you ready to promote BHSM in your practice, contact marketing@ahaanet.com or your Associate Manager today!