Emotional Connections in Health Messaging: Advertising Insights for an effective communication

The study explores the effectiveness of type 1 diabetes (T1D) advertising andcommunication strategies considering the patient's perspective. according to ahealthcare management perspective. Using a qualitative approach, we conducted 3focus groups with 15 T1D patients in Italy. Our findings reveal four key themes centralfor patients in consideration of the advertising messages they receive from drug andmedical device manufacturing companies: the importance of authentic communication,the role of social media in community building, the complex relationship withpharmaceutical companies, and the crucial role of emotional engagement in healthmessages. These insights can contribute to the development of more effective, patient-centered communication strategies in healthcare management, with implications forboth theory and practice in healthcare communication and pharmaceutical marketing.