Sizzle & Substance

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Susan Eno Collins, MS, RD, CHES, Senior Vice President, Health Education, HEALTHED GROUP

Going from overstimulation to the doctor's office:

"I'm nervous. I look ridiculous in this gown. What was the name of that medicine?"

How can you make the teachable moment to patients matter more? At the end of the day, we want to help people learn. What is the process of taking information and understanding.

How does the brain work?

1. Selecting

2. Processing

3. Storing

Apple can control the cognitive load in how much your brain can take in and refocus the brain--create sizzle by thinking about the quantity. Simplicity is key.

1. Quantity
2. Side
3. Placement
4. Hierarchy
5. Sequence
6. Contrast
7. color

Sizzle is critical but substance makes a lasting impression.

50% of Americans read below the 8th grade reading level, thinking about how that effects your marketing goals and what you choose to discuss on DTC. Using pictures to reinforce words helps to connect consumers with the product. Persons connect more easily to images than worlds.

Ways to reinforce working memory:

• Organization
• Repetition, Repetition and Repetition
• Analogies
• Examples
• Interactivity

Ways to reinforce long-term memory

• Organization
• Personal Relevance
• Analogies
• Interactivity
• Stories

The Story of Stuff with Annie Leonard

Leonard uses the senses, drawing, storytelling and dual coding...a lot of pictures reinforcing the words. She really controls the quantity not to overwhelm the audience with information.

Updated 2/12