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Consumer Marketing

Traditional DTC efforts are based on the premise that consumer awareness of the problem, solution, and risk/benefits will motivate a call to doctors—possibly to discuss treatment of a medical condition, hopefully with reference to a specific brand. But research has shown that most potential patients don’t make that phone call, and don’t move forward because they’re caught in a gap between awareness and action.

Roska Healthcare developed the Catalyst™ Brand Acceptance Model, a proprietary marketing model that focuses on the psychology of acceptance as the key emotional driver to motivate consumers, and bridge the gap. The model draws on several important academic studies that have defined acceptance, not as a single event, but a continuum, consisting of three distinct stages:

This new model is based on substantial research:

1. A meta-analysis of over 20 patient-relationship marketing programs that have engaged hundreds of thousands of patients over the past 20 years
2. An examination of historical models, such as The Health Belief Model, The Kubler-Ross Grief Theory, and The Prochaska Stages of Change
3. Consultation with Dr. Talya Miron-Shatz, behavioral psychologist at the Wharton School, who specializes in the psychology of medical decision making, DTC advertising, and patient adherence

Using messaging techniques of personification (which allows patients to “see themselves”), personalization (in tone, manner and style), and projection (which allows patients to see a positive future through their treatment), Roska Healthcare leverages this new model to create DTC communications that move patients through the acceptance continuum to take decisive action and improve their health.

If you’re interested in getting customers engaged with your brand, contact us.