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Hair, Medicine and You: The Power Of Emotional Branding
At times it can seem as though the airwaves (especially late at night)
are saturated with commercials touting the latest cure for hair loss.
Some of the most ubiquitous advertisements are for hair transplant
surgery. Many are familiar with the Hair Club For Men’s famous
tagline: “I’m not just the president, I’m also a client.” (Incidentally,
the company is now named “Hairclub” to indicate its wider focus on
the hair restoration needs of men, women and children.)
Hair transplantation surgery is a controversial business. In 1996,
Bosley Medical Group settled a lawsuit leveled against it by the district
attorney of Los Angeles for nearly $650,000. The attorney general
alleged that the company had engaged in “dishonest and harmful
advertising” about its services. Specifically, the attorney general said
that before and after photos of hair restoration surgery were
misleading and that the amount of pain the procedures caused was
minimized.
Despite these allegations, Bosley Medical Group continued to attract
clients. And, in August 2001, the firm was sold to the Aderans Group,
a Japanese wig manufacturer, for $45 million.
© 2006 Fard Johnmar. All Rights Reserved.
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How can we explain consumers’ continued uptake of hair transplant
surgery, despite the risks and uncertain results associated with the
procedure? The success of the hair restoration business can be
partially attributed to the power of emotional branding.
Continue reading for an overview of emotional branding, an analysis of
how it drives hair replacement surgery sales and how pharmaceutical
companies have employed it in product advertising. The final section
provides guidance on how you can utilize emotional branding to boost
uptake of your products and services.
Emotional Branding: What Is It?
Emotional