Often times we are led to believe that all oncologists care about is data, data, data. Is this really the case? If we only show the data, they will believe in the value of a product and incorporate it into their practice. Right? Many might believe this. In fact, many sales representatives claim this to be the absolute truth! If we only had a more clinical selling approach - white papers, clinical reprints, anything that is sterile and devoid of some eye-catching metaphor, we would be successful in communicating the value of our product.
But here is the issue - we sell brands, not products. A product is a thing - an entity if you will. A brand, on the otherhand, is a solution to a problem or a valuable tool that allows you to accomplish something greater than you could before - ultimataly making you feel an emotional connection to the good or service. A brand is all about an expectation - something you feel as a result of using the product. And in the end, oncologists, just like the rest of us - are impacted and influenced by a brand's persuasive communication (the real meaning of advertising)
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