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Case Study

McCann Health: 48% increase in the effectiveness of content based on emotional triggers

Helping McCann deliver a global content strategy based on patient emotions


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Created the world's 1st emotion-based go-to-market plan

effectiveness of content by 48%

48% increase in the effectiveness of content based on emotional triggers

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Successful creation of a detailed market assessment based on patient emotions



McCann Health is a global digital agency and winner of Network of the Year Award 2016 at Cannes Lions Health Festival, which represents leading healthcare and pharma brands.

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  • To bring innovation to seven key international markets through a scaled analytics solution
  • Understand the emotions of patients at each stage of the customer journey in order for it to be relevant
  • Produce effective insights that are actionable in order to inform educational outreach, and an effective digital marketing programme that emotionally connects patients
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Adoreboard’s Emotics uncovered key emotions and emotional themes that helped McCann to understand patients pain points at each stage of their condition and how to overcome this.

McCann were then able to create a scalable digital content strategy based on Adoreboard’s actionable insights.

Adoreboard’s Emotics provides a lens with which you can connect emotions and themes that drive patients feelings and responses.

Emily Brooks, Engagement Strategy Director at McCann

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