Healthcare is an ideal domain for using behavioural psychology in marketing, says Tom Holmes. As Head of Marketing at Altogether Dental within Haleon, he’s picked this is as his shiny new object as it can both help persuade audiences, and change their attitudes.

Tom’s advice is to remember that “not all problems can be solved with logic and rationality alone.” Often, people’s motivations are deeply ingrained, to a point where they don’t understand them themselves. Marketers who can tap into that behavioural psychology and truly understand what drives consumers can both become better at selling them a product, and have the opportunity to change behaviours and habits to improve consumers’ lives.

Tom is a big fan of Rory Sutherland, whose advice he quotes on this topic. We talked about how behavioural psychology is used at Altogether Dental, the brand that Tom looks after within Haleon, and also about Tom’s career evolution. Unusually for most of our podcast guests, Tom started at then-GSK first as an intern, then on the graduate scheme, and remaining with the company through many changes and evolutions.

That’s why he feels that the best investment he’s made in his career was developing the ability to change and adapt, internally and externally.

Tune into the podcast to find out about Tom’s always-changing attitude to his marketing career, his top data driven marketing tips, and more on modifying behaviours and understanding consumers.

The host of the Shiny New Object podcast is Tom Ollerton, founder of Automated Creative.