Emotional Analysis of Top 5 Pharma Video Ads Using Emotion Theory

Emotional marketing is a cost-effective way to build stronger connections with consumers. Pharma marketing, like other industries, has adopted this trend, using emotional appeal in their ads to discover and market drugs through engaging video content. In the process, emotional analysis of these pharma ads has become crucial in understanding how well they connect with the audience. Leveraging Emotion AI, pharma brands can now precisely measure and analyze these emotional responses, using advanced facial emotion recognition technology to gain deeper insights into how their ads resonate with consumers.

Many recent pharmaceutical ads, along with other promotional activities, focus on evoking emotions such as joy, sadness, disgust, anger, and humor to captivate viewers.

Branding through video ads can be a great idea to boost business and stay in the minds of people all over the globe. More than that, it is one of the best ways to generate brand awareness.

Emotional AI in marketing has shown how brands can relate to and make their product more attractive to consumers.

The U.S. FDA (https://www.fda.gov/drugs/prescription-drug-advertising/basics-drug-ads) in ‘Basics of Drug Ads’ classified ads into a few categories and wants drug ads to follow specific ‘rules’.

In this blog post, we'll analyze five video ads from the pharmaceutical industry to discuss the role of emotions and how emotional analysis of pharma ads plays a part in evaluating their success.

1. Sealions

Do you have compelling content to take your audience’s attention and trust? Here you go. No matter the duration and setting of your video ad, some colorful backgrounds, characters with emotion, and a voice-over artist will do the job. So within 30 seconds, the brand Sealions tells us that it offers vitamins at incredible prices for everyone. The consumer sees people of different age groups with some great emotions. The emotional analysis of this pharma ad shows that the dominant emotion here is ‘Happiness’.

If ads can evoke emotion, customers will respond more quickly. The ad says ‘Sealions is here to help happier, healthier families enjoy a happier, healthier world’, and the common emotion we see here is ‘Happiness’.

Watch our demo to see emotion and AI in action

2. Trulicity

Of course, video ads have become the biggest part of brands’ advertising strategy. I am not sure how many of you listen to Michael De Santa here. This ad of Trulicity approaches the viewers with positivity, but we still know diabetes can lead to serious medical complications. This ad portrays a mini story of a middle-aged woman, emphasizing how bright her day was, and how happy and energetic she was at her workplace, around her clients, and with her family. The brand has chosen a different way of approach to promote this single-dose pen medication for diabetes.

3. Clarkstown Pharmacy

You may not feel like you’re watching an advertisement sometimes. To show the audience how fast and accurate their services are, Clarkstown Pharmacy has come up with interesting characters and keeps a series of advertisements. You may notice different emotions of people and how emotions are made here. It is not just about selling a product, it indirectly says that time is everything. They make the promise of solving the problem of feeling like you don’t have the time to get medications. There is no big camera technique used here, just people and emotions that meant it all.

Want to see how our emotion AI technology can uncover the emotions in your pharma video ads? Click here to try our facial emotion recognition tool for free

4. Chantix

Real people’s emotions have a greater impact on promoting a brand. Sometimes the urge to quit smoking can connect many people around the globe. This ad is only about a single person’s story, but it’s obvious that many people want to get rid of the habit. This content becomes relatable and is more likely to be shared and catch attention. Highly targeting your messaging can be a useful strategy for advertisers. According to the manufacturer’s website, www.chantix.com, studies have shown that at 3 months, 44% of those using Chantix were able to quit smoking.

5. Austedo

Unlike other products in the market, pharmaceutical drug ads consider the age, lifestyle, and emotional state of their consumers. Bringing people’s engagement to the content you produce is not so easy, especially with pharmaceutical products. For that reason, you need to show something extra. Austedo is used to treat people with involuntary movement and tardive dyskinesia. The audience wants to see how it works, and what can be expected, so this advertisement creates a storyline with strong emotions. If you struggle with involuntary movement or tardive dyskinesia, you will feel connected to this sixty-second ad and feel encouraged to share it.

Ready to leverage the power of AI facial emotion recognition for your pharma marketing campaigns? Schedule a demo today to see the results firsthand

Glossary:

• Emotional Marketing

• Emotional Scene

A scene in a movie, video, book, or play that evokes strong emotions in the audience, such as sadness, joy, anger, or fear.