The Power of Touch in Medico-Marketing! – Brand Management 74
It began in 1974, when I first proudly held the shiny-black leather bag of a medical representative.
A question that piqued me then – how can I make Diovol the ‘Darling Brand’ of doctors? I tried all the tricks in my bag, but it was always Digene which was their Darling Brand and Diovol the bridesmaid.
Diovol was my identity: it was also the identity of Carter-Wallace (then).
And, I wasn’t looking at achieving 100% of my target – I always achieved that – I was looking at something more beyond that. And that was making Diovol the ‘Darling Brand’ so that it becomes Number 1 Brand in my territory.
This morning when I read a research article “The Effect of Mere Touch on Perceived Ownership” by Joann Peck and Suzanne B. Shu (UCLA), I grumbled “I wish this was published in those days.”
“This research finds that merely touching an object results in an increase in perceived ownership of that object. For non-owners, or buyers, (for pharma, non-prescribers) perceived ownership can be increased with either mere touch or with imagery encouraging touch.”
How I wish I could have made my doctors touch a bottle of Diovol Suspension.
Or I could have made them ‘feel’ the rich creamy texture of Diovol Suspension.
The touch or the feel experience would have made doctors take ownership of Diovol Suspension and could have made it their ‘Darling Brand’.
| The Effect of Mere Touch on Perceived Ownership Journal of Consumer Research, Forthcoming Posted: 20 Feb 2009 Joann Peck – University of Wisconsin-Madison, Wisconsin School of Business Suzanne B. Shu – University of California, Los Angeles – Anderson School of Management Abstract This research finds that merely touching an object results in an increase in perceived ownership of that object. For non-owners, or buyers, perceived ownership can be increased with either mere touch or with imagery encouraging touch. Perceived ownership can also be increased through touch for legal owners, or sellers of an object. We also explore valuation of an object and conclude that it is jointly influenced by both perceived ownership and by the valence of the touch experience. We discuss the implications of this research for on-line and traditional retailers as well as for touch research and endowment effect research. |
In today’s digital world, the absence of touch in online shopping is a sensory void that many consumers feel deeply, especially in categories like fashion, personal care, or luxury goods. But here’s where haptic imagery steps in as a fascinating bridge between imagination and sensation.
[Haptic imagery refers to the mental simulation of touch—when consumers ‘imagine’ how a product might feel based on visual or verbal cues.]
Think of phrases like “velvety smooth”, “crisp cotton”, “rough sand paper”, or “a clear blue sky” paired with high-resolution images.
These cues activate the brain’s somatosensorycortex, the same region involved in actual tactile experiences (References: (1) Effects of haptic imagery on purchase intention | Experimental Results | Cambridge Core (2) The Neurological Impact Of Touch In Product Imagery And Description – Ecommerce Psychology)
Can haptic imagery replicate real touch? Not entirely, but it can come surprisingly close in influencing behavior. Studies show that imagining touch increases psychological ownership and physical control, which in turn boosts willingness to buy. Verbal descriptions (“feels like…”) are more effective than images alone in triggering haptic imagery and enhancing perceived product quality. Touch-related cues evoke comfort, trust, and familiarity—emotions that drive brand loyalty (References: (1) Touch-related cues evoke comfort, trust, and familiarity—emotions that drive brand loyalty (2) 27461605.pdf (3) The Neurological Impact Of Touch In Product Imagery And Description – Ecommerce Psychology)
One of the most effective ads showing the power of touch was by Gillette – from the insights they gained.
Insight
Newborn babies’ only means of communication during their first year of life is through the language of touch. Academic research by Harvard University and The Boston Children’s Hospital have proven that “skin to skin” communication releases “Love Hormones” right after birth and helps babies’ development as they build their trust in the environment and in their parents.
Solution
Gillette published a double page ad in Israel’s leading Male magazine, containing “The Dad Test” – a smart and simple tool that gives new dads a physical demonstration of the way their beards feel on their newborns’ skin. The different levels of roughness were illustrated by real sand paper. Gillette also bought the adjacent page knowing that the sandpaper will definitely leave scratch marks on it. The copy on the next page read – “The paper can absorb anything… and your baby’s skin?”
Final Thought
Branding has always been about establishing emotional ties between your brand and the customer. As in any relationship, emotions are based on the information you gather from your senses. Touch stimulates, enhances and bond with your customer.
