The scary side of excellence: What if your brand’s medical messaging was accidentally scaring people away?

Using St. Louis Children’s Hospital as an example, we will show you how an evidence-based psychological theory known as Terror Management Theory can positively shape storytelling, tone and visual aesthetic to dramatically transform how people think of a hospital – and build trust along the way.

Key takeaways:

1. Terror Management Theory describes how many people psychologically insulate themselves from information or situations that prompt a deep fear of mortality.
2. It is important to understand the difference between what you treat vs. how you are treated.
3. Communication messaging/advertising needs to consider Terror Management Theory when communicating with patients and can combat these fearful impulses through positive imagery and positive empathy in order to attract parents.