Next-gen medical applications for marketing research

According to a study published by the Harvard Business School, 95% of purchasing choices are made at the subconscious level. In other words, your recent decision to switch back to Android might be less logical than you think.

Traditionally, customer research has prioritized surveys and demographic focus groups, but now marketers are shifting their attention to neuromarketing—a commercial practice that applies neuropsychology to measure a person’s responses to stimuli such as logos, websites, product labels, etc.

But while these groundbreaking advancements in brainwave technology explain why people prefer Newman’s Own Balsamic Vinaigrette, the industry is always searching for tomorrow’s competitive edge.

Accordingly, here’s a rundown of next-gen medical applications to consider for your next brand endeavour, including potential use cases, correlating ROI, and at least one second opinion.


As medicine’s first specialty field, dentistry dates back to 7,000 B.C., and offers an ideal testing ground for new product rollouts and word-of-mouth campaigns. Dentalmarketing experts recommend a brand refresh at least twice a year, but buyer beware: industry professionals are known to pry about flossing habits. And unless you’re a fan of Lite-109 FM, you should plan to host meetings where you control the playlist.


In 1808, Dr. Thomas Young formulated the wave speed of the pulse, stating: “I predict medicine will one day enable the Burlington office to test gluten-free options for a Scaddabush in Etobicoke.” Known for its fast-paced rhythm, cardiomarketing provides emergency risk assessment, predicts Lifetime Customer Value, and can shock a frozen project back to life.


Don’t be fooled by the corny approach: podiatry’s customer research offering drops the hammer with overarching recommendations built for lockstep execution. With a path tracing back to the first marathon in 490 B.C., podiamarketing ensures that people will actually run to their nearest Shoppers to take advantage of this week’s flash sale on Ocean Spray Cranberry Cocktail (only $2.99, Limit 4).


Known as the “second brain,” the enteric nervous system sports over 100 million neurons, revealing more of one’s appetite for Banana Boat’s SPF listing than an afternoon craving for a quick banana. Though sometimes invasive, gastroenteromarketing’s seat at the consumer research table digests gut reactions to internal change. Need to evaluate a buyer’s taste for a price hike in the back-half of Q3? Gastroenteromarketing will settle the argument.

Finally, look for these three emerging marketing/medical applications to generate a great deal of interest in the very near future. Ophthalmarketing helps you read billboards while driving at night; orthomarketing resets your demographic’s radius; and Freudianmarketing is employed around Mother’s Day.

Or Father’s Day.

Or both.

You decide.

Sandy Marshall (@MarshallSandy) is the creator of Workish and a partner at Norman Howard, a Toronto-based comedic content shop. He’s also a producer, television actor, and business speaker.