Create Impactful Content: Evade Digital Noise with Behavioural Science and NLP

The last 6 months of 2021 saw a further 80% increase in commercial content on Veeva PromoMats, but has there been an equivalent increase in HCP engagement or sales? Pharma may be becoming more efficient in creating content, but it also needs to focus on monitoring, assessing and increasing that content's impact.

This session brings together a behavioural science and NLP experts to provide practical advice on how to ensure your content has impact.

Agenda

13:00 pm

Welcome to the Pharma MCM Meetup - James Harper, Founder of twentyeightb

13:05 pm

Chair introductions - Christine MacKay, Award-Winning Founder of Animation Studios Salamandra.uk

13:10 pm

George Cunningham: 5 NLP Principles to boost content performance.

Give me 10 minutes and I’ll teach you 5 core principles of NLP that you can apply to your marketing assets to amplify their performance straight away. (Give us a day or two, and we can teach you a whole lot more.) From techniques to gain attention, increase engagement, create desire and amplify persuasive messaging, embedding these NLP principles at the design stage of a campaign can bring huge benefits and return on investment. Assets can be further evaluated and analysed against over 80 NLP principles, highlighting recommendations to help increase performance.

13:25 pm

Dave Pinnington: 3 simple steps to apply behavioural science to boost marketing performance

Your customers' behaviours are being driven and can be influenced by a set of psychological principles. Tapping into how our brains work gives your marketing and communications a competitive advantage. Dave will take you through some practical examples that you can apply b-sci to boost engagement and the impact of your content.

Step 1: Understanding how your customers' minds work. 5 core behavioural science principles you should know if you produce content.

Step 2: How to embed behavioural nudges into your content design.

Step 3: Using B-Sci to measure effectiveness and optimise your content performance.

13:40 pm

Christine MacKay: Motion and Emotion, Exploring Animated Marketing for Business

The human brain absorbs visual information 60,000x faster than plain text, and this is heightened when these visuals are in motion. Using animated idents, explainer videos and virtual presentations are all ways in which animation can make brands become memorable, and increase their brand awareness. Join visual expert, Christine MacKay, as she explores animated marketing for business.

13:55

Discussion Panel and Q&A

14:15-14:30

Close