If you are marketing a product or service to doctors and nurses, it’s easy to think that these highly trained scientists choose what to buy based on logical thinking and carefully reasoned decision-making. Especially when it comes to such a complex and critical category like medical technology. And hopefully, in large measure they do. But there’s more to it than that. While clinical buying decisions may be driven by reason, motivation to take action in the first place is most often driven by emotion. By … [Read more...]
