Do you consider yourself to be in the persuasion business? If we want healthcare professionals and patients to get the most from medicines, then I think our job IS to to influence behaviour; to persuade. Interested…
…grab a cuppa, take a couple of minutes off and read on…

The Persuasion Triad

2,300 years ago, Aristotle cracked the code on what makes communication truly persuasive. He laid out three essential pillars: ethos, pathos, and logos.

If you want to change minds, move people to action, or inspire confidence, you need all three.

This is something barristers understand deeply. They are trained in the ancient art of rhetoric—not just to present facts, but to win over juries. They don’t rely on logic (logos) alone. They know facts, on their own, are not enough. They weave in credibility (ethos) and emotion (pathos) to make their arguments irresistible.

The three pillars of persuasion

• Ethos** (credibility & trust):** If your audience doesn’t believe in you, they won’t believe what you say. Barristers establish credibility through experience, expertise, and confidence. In medical communications, ethos means positioning as a trusted authority—through qualifications, research, and a confident but approachable tone.
• Pathos** (emotion & connection):** People make decisions based on how they feel, not just what they know. A barrister evokes empathy, anger, or urgency to sway a jury. In medical communications, we must tap into concerns, fears, and hopes to make an impact. Cold, clinical language alone won’t cut it.
• Logos** (logic & evidence):** This is the backbone—data, facts, studies. But logic alone is never enough. If it were, every scientific paper would change behaviour. A compelling argument must be structured logically but also engage both heart and mind.

In medical communications, we often default to logic and evidence. We assume this is enough. But just like a barrister wouldn’t step into court armed only with facts, we must balance evidence with emotional connection and credibility.

Because persuasion isn’t just about what you say. It’s about how you make people feel—and whether they trust you enough to listen.

This week’s thought starters

• Do you have a powerfully persuasive blend of evidence, emotional connection and credibility throughout your brand communications?
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• If you have an inkling the persuasive power is not quite where you’d like it to be, download our Persuasion Power Checker here and check if you are you working the three pillars of persuasion.