Avis, Coke, & Colonoscopies: Lessons from the Unconscious for Healthcare Marketers
Session Number T2  Session Level  I

Jerry Hobbs
Executive Vice President
Prairie Dog/TCG
Kansas City, MO
jhobbs@pdog.com

Phil Smith
Executive Creative
Prairie Dog/TCG
Kansas City, MO

A growing body of evidence points to the unconscious as a dominant influencer of consumer behavior. Yet most marketing, particularly in healthcare, relies on traditional (conscious) qualitative research. Using a variety of new “deep-dive” techniques, we turned to researchers and psychologists to plumb a number of healthcare topics. Join us to learn what we discovered, what it can mean for your marketing, and what truths about suppressed emotions and behavioral triggers need to be confronted.