Improving Marketing with Emotional Insight at Modern Acupuncture with Joan Arata
Joan Arata is a Franchise Owner of Modern Acupuncture clinics in New York City and New Jersey.
Joan reveals why a deeper understanding of emotional insight is so important for more effective brand marketing, and how she's using emotional benefits to improve marketing for her Modern Acupuncture clinics.
We talk about what matters most to Joan in her life and career, and how she is bringing all of her skills and experience from a career as a healthcare executive to being a franchise owner. Joan shares why embracing emotional insight is so important, and why it's time for brand leaders to evolve if they want more effective brand marketing.
Key Takeaways and Soundbites:
“You have to really get to the core of what is driving your customers? You have to get to you have to get to the root of that emotion.”
“What is the emotion that's driving that customer? To your business or to to your competitor?”
“It's not traditional, in marketing to think about the power of emotion or emotional insights. It’s not how people were taught.”
“I started getting up every day. And thinking, Alright, it's a whole new day. What am I going to learn today? What am I going to learn today? And how is that going to change what I'm doing? And how will that impact my business? And I think it you know, if you really want to be a leader or sustain a leadership role, I really think you have to be that open.”
Episode Topics:
What Matters Most in the New Now
Brands that Describe What Joan is All About
What Makes Some Brand Experiences So Bad
How Emotional Insight Informs Modern Acupuncture Marketing
Why Brand Leaders Should Not Ignore Emotional Insight
Creating Brand Differentiation and Increasing Brand Desire
Here are some fun facts about Joan…
Joan is a Registered Nurse who has been in the healthcare industry for more than 30 years. After practicing in critical care at Yale-Hew Haven Hospital, Joan decided to use her clinical knowledge and background in the healthcare business. Her career focused on medical education for healthcare professionals, and she became a national expert on communicating with healthcare professionals through both medical education and promotional venues.
At WebMD, Joan created the sales organization for Medscape CME, and grew that to a $100 Million organization over 6 years, during which time Medscape CME became the largest global provider of professional medical education.
In her own consulting business, Joan worked with many organizations, including several start-ups, to seek creative opportunities to reach healthcare professionals – arguably the most bombarded professionals, and, therefore, the most difficult to reach by breaking through the clutter in meaningful ways with meaningful messages.
Now, Joan is shifting her focus to a new health and wellness endeavor by partnering with her son, Jeff Shaw, in a new business model to bring Acupuncture to the forefront of health, wellness and self-care. Joan and Jeff are partnering on opening 5 locations of Modern Acupuncture in Manhattan and Florham Park, NJ. Their goal, aligned with Modern Acupuncture’s goal, is to make acupuncture more accessible to many more people in order for them to enjoy the benefits of acupuncture in a relaxing, spa-like setting.
“People often have different emotional needs at different moments of the customer journey - how you get them in the door, may be different than how you inspire them to keep coming back.”
“Brands leaders need to get to the root of what emotions are driving customers to their business, or their competitor’s business.”
Joan is Sparking Brand Desire with Emotional Insight.
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