I found this article click here very interesting. The author is Devdutt Patnaik.
In marketing our focus is meeting customer expectations, when we exceed the expectations, the customer experiences delight. For example, in a restaurant after a masala dosa, an optional offer of a surprise free cup of filter coffee causes delight to the customer.
Delighting means generating happiness - and joy can be stated to be a chemical state of mind. At least four chemicals help generate certain forms of happiness.
Dopamine: a surge in level of this nerve chemical is seen when unexpected delights are encountered. A chance meeting with a loved one can cause dopaminergic happiness. A tasty snack treat can make a person extraordinarily happy, when he least expects the treat.
Serotonin: is another neurotransmitter or nerve chemical of the brain - an elevation of this chemical is associated with happiness when a person performs charitable or socially productive activities. For example the joy of person, who donates money for providing food to hungry and poor people, or when a person celebrates his birthday party with cake cutting in an orphanage etc. Even doing a job very dutifully, provides a joy to the doer, thus dutiful doctors find their vocation very absorbing and a great pleasure though it may seem arduous to the passive observer.
Oxytocin: is also considered a happy hormone (chemical messenger) - a spike of this hormone level is seen when experiencing joys of friendship and relationship. Being with friends on a Sunday morning brunch - although this get-together will not see any financial gain, yet - best joys are experienced by the participants. This is oxytocin joy!
Endorphin: pumping iron or running on a treadmill gives a high - though it is strenuous effort. That is the work of endogenous endorphins which give the high - though muscles may be sore due to exercise.
So delighting is aiming to give happy chemical boosts to customers - it may be led by dopamine, serotonin, oxytocin or endorphin. And this is also the marketer's opportunities to boost customer joys.
It will be interesting to tie - up marketing strategies, campaigns or tactics to the type of chemical boost it produces.
For example:
1) a surprise food gift hamper to all core prescribers in every MR's territory may give dopaminergic joy to the prescriber
2) A birthday gift and bouquet in the morning will pleasantly surprise the doctor and give him a dopamine boost
3) Friendly and regular appreciation remarks during the routine doctor calls will give the doctor an oxytocin induced happiness
4) Making the doctor participate in a company sponsored and organized "run by doctors and their families to spread diabetes awareness" will give the participants a boost in happiness through increased levels of serotonin (doing a good thing for society), oxytocin (since they will experience bonding and friendship) and endorphins (doing exercise)
It will also be interesting to see if there are certain co-relation relationships on which type of joy produces maximum and sustained business results.
It is evident, emotions are the core of endorse, prescribe, buy, and sell transactions. Happiness is verily the goal of marketers while bringing in the revenues and supporting profit of an enterprise. Thanks for reading!
Delighting means generating happiness - and joy can be stated to be a chemical state of mind. At least four chemicals help generate certain forms of happiness.
Dopamine: a surge in level of this nerve chemical is seen when unexpected delights are encountered. A chance meeting with a loved one can cause dopaminergic happiness. A tasty snack treat can make a person extraordinarily happy, when he least expects the treat.
Serotonin: is another neurotransmitter or nerve chemical of the brain - an elevation of this chemical is associated with happiness when a person performs charitable or socially productive activities. For example the joy of person, who donates money for providing food to hungry and poor people, or when a person celebrates his birthday party with cake cutting in an orphanage etc. Even doing a job very dutifully, provides a joy to the doer, thus dutiful doctors find their vocation very absorbing and a great pleasure though it may seem arduous to the passive observer.
Oxytocin: is also considered a happy hormone (chemical messenger) - a spike of this hormone level is seen when experiencing joys of friendship and relationship. Being with friends on a Sunday morning brunch - although this get-together will not see any financial gain, yet - best joys are experienced by the participants. This is oxytocin joy!
Endorphin: pumping iron or running on a treadmill gives a high - though it is strenuous effort. That is the work of endogenous endorphins which give the high - though muscles may be sore due to exercise.
So delighting is aiming to give happy chemical boosts to customers - it may be led by dopamine, serotonin, oxytocin or endorphin. And this is also the marketer's opportunities to boost customer joys.
It will be interesting to tie - up marketing strategies, campaigns or tactics to the type of chemical boost it produces.
For example:
1) a surprise food gift hamper to all core prescribers in every MR's territory may give dopaminergic joy to the prescriber
2) A birthday gift and bouquet in the morning will pleasantly surprise the doctor and give him a dopamine boost
3) Friendly and regular appreciation remarks during the routine doctor calls will give the doctor an oxytocin induced happiness
4) Making the doctor participate in a company sponsored and organized "run by doctors and their families to spread diabetes awareness" will give the participants a boost in happiness through increased levels of serotonin (doing a good thing for society), oxytocin (since they will experience bonding and friendship) and endorphins (doing exercise)
It will also be interesting to see if there are certain co-relation relationships on which type of joy produces maximum and sustained business results.
It is evident, emotions are the core of endorse, prescribe, buy, and sell transactions. Happiness is verily the goal of marketers while bringing in the revenues and supporting profit of an enterprise. Thanks for reading!
No comments:
Post a Comment