Health and emotions: How positive emotions contribute to treatment
When a person goes through a traumatic experience, such as an accident or a serious illness, trust in medical services is crucial to their recovery, as it positively impacts the healing process. This is because emotions directly influence our health: positive emotions can strengthen the immune system, while negative emotions can have a harmful effect.
This concept forms the foundation of “The Art of Living”, a campaign developed by the agency 22 Grados for Hospitales Universitarios San Roque, with the collaboration of Goli Neuromarketing, experts in neuroscience and applied technology.
The campaign’s goal was to measure how trust in Hospitales Universitarios San Roque and their medical teams positively impacts patients’ recovery.
To achieve this, three real patients participated, sharing their experiences and personal stories of resilience while their brain activity was measured using Golineuro Caps, high-resolution brain activity measurement devices equipped with 2,048 NIRS sensors. These devices allowed the team to observe which areas of the brain were activated when patients recounted specific moments in their stories.
For this project, the team traveled to the Canary Islands to meet with each of the three patients, who wore the Golineuro Caps during their interviews. This process not only led to the campaign itself but also provided a clear answer: trust in medical teams and the quality of care received are essential in the recovery process of patients undergoing treatment.
As a result, several videos were produced, and brain imagery was captured, showing which brain areas are activated when patients experience positive emotions during treatment.
We invite you to learn more about the 22 Grados campaign for Hospitales Universitarios San Roque at the following link:
