PriMera Scientific Surgical Research and Practice (ISSN: 2836-0028)

Mini-Review

Volume 6 Issue 4

Neuromarketing at the Scalpel’s Edge

Ebru BAGCI*

October 02, 2025

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Abstract

Surgical practice has traditionally emphasized biological and physiological dimensions of health. Yet patients are not only organisms to be repaired; they are social beings whose emotions influence pain perception, treatment adherence, and recovery trajectories. Neuromarketing, a field that investigates how emotions and expectations shape decision-making and bodily experience, offers unique tools to bridge this gap. By acknowledging patients’ emotional responses as integral rather than peripheral, medicine can align more closely with the human condition. This editorial argues that integrating neuromarketing insights into surgical communication and perioperative care highlights the transformative potential of treating patients not only as biological systems but as emotional and social selves.

Keywords: neuromarketing; surgery; emotions; recovery; patient communication; social dimension of health

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