Highlighting "technology and procedures" in advertising campaigns is an easy default for healthcare marketers. Is it important to showcase your practice as a leader in advancing medicine? Certainly. Here's how to make sure the magic of storytelling isn't getting lost in complex keywords or messages that don't matter to your patients.
People Learn More from Stories than Data
It's human nature to listen to, and love, a good story. Stories help us feel a sense of belonging. They help us grasp meaning and remember details. The traditional story format - a beginning, a middle and end - remains the most effective way to engage your audience. Because stories touch us emotionally, people retain:
- About 70% of information when it's given to them in story form
- Only 5 to 10% when it's delivered via straight data or statistics
The healthcare field is overflowing with inspiring stories of healing and hope. Yet, when promoting new equipment, services or treatments, marketers seem to shy away from narrative in favor of medical jargon and generic content. That's somewhat understandable. Several factors make storytelling challenging:
- Health-related concepts can be difficult to simplify for the average reader
- HIPAA mandates and other restrictions limit word choice
- It takes more time and effort to create an engaging, accurate and action-inspiring story
However, it's still possible to create a personal story that engages emotions and inspires curiosity in a way that makes people want to know more about your services. The advantages far outweigh the perceived obstacles!
Stories Help Build Trust, Create Relationships
Your audience is shopping for healthcare services or products because they're addressing an issue or challenge - one of the elements of a good story. Stories pose a problem, introduce relatable characters (patient or doctor), vividly describe how they overcome obstacles and provide a "happy ending" in the form of a resolution that reveals your central message. Use it to:
- Motivate action
- Raise awareness
- Improve patient compliance
- Inspire sharing
- Some healthcare marketers even claim stories save lives because they inspire readers to undergo the screenings they've been avoiding.
Drive More Conversions through Storytelling
Storytelling is quickly becoming a mainstay in healthcare
marketing, especially in online content such as websites and social media. Some
practices are even coaching their doctors to use narrative during doctor-patient
All healthcare organizations have stories to tell. Let Cox
Health Marketing help you deliver the right message to your audience. Contact us today.