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Advertising archetypes’ impact on physician engagement and behavior in the context of healthcare products
Author(s) -
Woodside Arch G.,
Persing Adam,
Ward Brendan,
DeCotiis Allen R.
Publication year - 2018
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21104
Subject(s) - archetype , context (archaeology) , set (abstract data type) , qualitative comparative analysis , health care , psychology , fuzzy set , computer science , marketing , advertising , fuzzy logic , business , artificial intelligence , political science , history , law , art , literature , archaeology , machine learning , programming language
The pharmaceutical industry spends billions annually on marketing to physicians (over $4.3 billion in 2014). The industry as a whole has a lot of experience in determining what to say to physicians, but it is less confident when it comes to how to say it—sometimes leading to advertising that does not engage, thereby costing sales. In an effort to define a set of rule‐based guidelines for effective pharma branding, the study adapts the primary Jungian archetypes to develop the first collection of archetypal tones of voice for healthcare products. The study here demonstrates, via a series of fuzzy‐set qualitative comparative analyses that well executed ads following an archetype consistently connect with physician audiences, while nonarchetypal healthcare ads demonstrate an inconsistent performance. Such an analysis would traditionally take the form of null hypothesis significance testing (NHST), but NHST provides substantially less insights than algorithm modeling and the use of fuzzy‐set qualitative comparative analysis as this study describes.