Let’s dig into some strategies that can help your storytelling marketing work in healthcare
The Science Behind The ROI Of Storytelling In Healthcare
On functional MRI scans, many different areas of the brain light up when someone is listening to a narrative.
In a recent NPR article, Uri Hasson, professor of psychology and neuroscience at Princeton University, says that as we hear a story unfold, our brain waves actually start to synchronize with those of the storyteller. That means the person telling the story is in control of the emotions the listener feels.
In short, storytelling is the act of weaving a narrative in order to elicit a response from the audience.
“Doctor-speak”, tech-talk or clinical details can make target audience listeners’ eyes glaze over. The more relatable and effective form is real patient storytelling. It creates greater patient awareness, understanding, and compliance.
Thus when a healthcare company tells an engaging story, people are far less likely to ignore it and far more likely to engage with and remember it.
They engage because they relate to the characters, who are sometimes real people who share their same problems, and they want to know what happens next. They want to see how their character solves their problem.
And they remember it because it’s a story about them.
The 4 Pillars of Storytelling in Healthcare
There are four pillars in order to achieve a compelling story in Healthcare Marketing
People connect with other real people, not companies. They connect with real emotions, problems, hopes and dreams. Healthcare is a business, about making real people’s lives better and easier. It’s about healing and living. Conquering overwhelming challenges and facing all odds. Whether it’s medicine to alleviate pain, or a new technology that can help someone walk, or even just an insurance plan that can give a family peace of mind, it's always about real people and their real experiences. People love a story but more especially, people love their story, or a story they can relate to.
Every good story has a problem (drama) and a solution (payoff). It’s what your audience can relate to and why they will choose to pay attention. The problem needs to be clear, well-defined, and be directly linked to the solution you are presenting to your audience to reinforce why they need you.
Is there a greater calling behind the narratives and visuals you’re producing? Your purpose behind what you’re selling becomes the purpose, the why behind telling this story. And it’s the Why that audience members will connect to and the problems in it. The purpose unifies the all 4 pillars and it inspires the final payoff.
As with all good stories, We need to see what happens to the people in the end. Did they succeed? Did they overcome their obstacles?? Is the drama resolved? A great story involves relatable people, their problems, their journey to find their solution, the purpose that drives them, And ends with The payoff, the story’s resolution. The payoff is why your audience will stick around. It makes us feel like the world is right again, it gives hope. And hope inspires action. By making sure your story has a great payoff you will Inspire your target customer to take action and engage your brand to seek the solution to their problem.