EI, or emotional intelligence, is the ability to understand one’s own emotions as well as the those of other people. EI is used a lot in marketing because it allows companies to focus on things that will grab peoples’ attention and influence them to buy the product they’re trying to sell. If a company knows what the target audience’s interests are, it will be easier for them to cater their advertisement to those customers. Medical device marketing techniques involve EI in order to relate to whatever sickness or ailments the patient might have. This is why a lot of commercials for drugs that are for the elderly focus on daily activities that are more applicable to their life so it seems more relatable.