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The Importance of Emotion in Evaluating Product Promotion
Insight Into Physicians' and Patients' Minds

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A conversation with Dr. Jeremy Pincus (see bio), Principal and Quantitative Team Leader, Forbes Consulting, about the importance of measuring physician and patient emotions when evaluating product and positioning. We talk about his company's proprietary MindSight® Emotional Assessment, which is a new way to gather data directly from the emotional brain by "talking in pictures."

Aired LIVE on: Wednesday, March 7, 2012

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Background

Pharmaceutical marketers often struggle with the challenge of getting "below the surface" when speaking with hyper-rational physicians and symptom-focused patients to find out what really drives them to act as they do. Often physicians want to avoid talking about their feelings, and patients can often be unable to articulate how they feel.

Over the past 20 years, cognitive neuroscience has convincingly demonstrated that our thoughts tend to be composed of stories we invent to make sense of our emotions. Fortunately, new techniques are being developed to permit researchers to speak directly to the subconscious mind, unfiltered by this kind of "storytelling."

Forbes Consulting works with physicians and patients in the areas of oncology, asthma, COPD, osteoarthritis, erectile dysfunction, and acute coronary syndrome that directly measured physician emotional and motivational engagement with treatment options.

Questions/Topics Discussed

  • What are the nine areas of emotional drive that shape treatment choices?
  • How do you differentiate yourself from other neuromarketing-based approaches?
  • What kinds of insights have been uncovered vs. other methods?
  • How does MindSight® work?

Guest Bio

Jeremy Pincus Jeremy Pincus holds a doctoraldegree in social psychology from the University of Connecticut. His experience covers a broad spectrum of research in support of marketing to consumers and physicians, with concentrations in product development, market segmentation, and motivation research. Over the past 5 years, he has collaborated closely with David Forbes, the founder of Forbes Consulting, to pioneer the MindSight® emotional assessment technique.

He was named "Marketing Researcher of the Year" by the Pharmaceutical Marketing Research Group for 2011. In 2008, he was one of five namedto the Power List by Senior Market Advisor magazine.

Before coming to Forbes, he served for 6 years as Director of Research & Product Development for the Long-Term Care division of John Hancock Financial Services, where he directed the company's joint research program with the National Council on the Aging. He continues to focus on chronic diseases related to aging in the fields of pharmaceuticals and medical devices. He was recently awarded a grant from The SCAN Foundation, which is dedicated to creating a society in which seniors receive medical treatment and human services that are integratedin the setting most appropriate to their needs.

Jeremy is a lifetime Fellow of the Employee Benefit Research Institute, and a founder and co-chair of the Baby Boomer Task Force. He hasserved as an expert technical advisor on consumer communications to the U.S. Department of Health & Human Services and the Federal Office of Personnel Management, and has been invited to testify and speak at meetings held by the:

  • U.S.House of Representatives Energy & Commerce Committee (Subcommittee on Health)
  • U.S.Department of Health & Human Services
  • National Commission for Quality Long-Term Care
  • National Health Policy Forum


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