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At Ogilvy Healthworld, we don't just understand people—we understand how people influence people. How do people decide what to believe and what not to believe, in a world where skepticism and distrust of traditional "authority" is the norm? With the World Wide Web and 24/7 news at their fingertips, who do they "listen" to when trying to make sense of it all? Whose opinions really count? And how does this affect the ways in which people make decisions? Nowhere are the influences that drive people's behavior today more complex or more rapidly evolving than in the field of healthcare. Can the traditional models of influence that have dominated thinking in healthcare PR still deliver for pharmaceutical brands in this environment? At Ogilvy Healthworld, we don't think so. We believe that learning more about health behavior and the most effective routes to influencing that behavior amidst this complexity is now, more than ever, crucial to our clients' brand success.We are digging deeper to discover why people—patients and prescribers—believe and act the way they do, in order to form insights that become the focal point of our PR campaign planning process. |
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Because we better understand people, and how people influence people, we apply our expertise in science and in professional, media and third-party relations more effectively to bring about the changes needed for brand success. Nerea Hinzpeter, New York Nerea.Hinzpeter@ohpr.com |
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