“The best bridge between a presenter and an audience,” someone once wrote, “is a story.”
Healthcare advertisements that evoke empathy with information forge stronger and more memorable connections. That’s where storytelling comes into play.
Last year, Healthcare companies spent around $36 billion on advertising. These advertisements came in all shapes and sizes, from the ones that show people in bathtubs on hillsides, to the ones that introduce us to consumers with a serious problem.
The one thing that differentiates the more successful ads from the others is that they emphasize not the company or just the solution to someone’s problem, but the story behind them.
Storytelling is one of, if not the, most important tenements of advertising for the Healthcare Industry. The power of the moving image can create empathy, a call to action, and foster measured growth audience appeal, as well as differentiate you from the competition.
But creating storytelling that works in the Healthcare industry is challenging. Consumers are smart, motivated, and need companies that not only understand that, but understand that an empathetic and interested approach to storytelling will take their brand further than they ever could have imagined.
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
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.
Problem
Purpose
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.
Pay Off
Our Experience Storytelling in the Healthcare Industry
We believe in the power of real emotion and storytelling within healthcare advertising. We’ve produced powerful stories in healthcare space for over a decade. Our approach, mission, and values have storytelling at the center. We employ a fully dedicated and local team, bringing an authentic storytelling approach to your content. While in strict compliance with HIPPA rules and regulations.
The Pain Center
BE YOUR OWN CHAMPION
An inspiring campaign working with aspiring olympic athletes for a a house hold name. This project was challenging as being the first live action production since the Pandemic started. Our producers kept everyone safe, and we walked away with compelling imagery that will be launched in 2021.
We Produce Healthcare Sensitive Content
(with a Return on Investment)
When it comes to commercials and advertising campaigns, no one has to tread a thinner tightrope than the Healthcare Industry.
Working with the healthcare industry is something we pride ourselves on. Over our collective thirty years in the business weve master working with HIPAA and have establish edourselves with some top-tier healthcare marketing partner brands.
EyeTech
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A chance to work with the respected auto industry influencer, Chris Mangum, on his custom MAD Industries build of the new 2021 Bronco Sport. The hype of this vehicle did not disappoint. Topping it off by filming professional mountain bikers Kyle & Rachel Strait in Sedona for that epic scenic backdrop.
EyeTech
INTRODUCING THE NEW BRONCO SPORT
A chance to work with the respected auto industry influencer, Chris Mangum, on his custom MAD Industries build of the new 2021 Bronco Sport. The hype of this vehicle did not disappoint. Topping it off by filming professional mountain bikers Kyle & Rachel Strait in Sedona for that epic scenic backdrop.
Build trust and loyalty by telling
the story of your customer
71% of people will lose trust in a brand if they feel that the brand is “putting profit over people,” especially during the pandemic.
PLEXUS
THE EVOLUTION OF ENERGY
Recently rebranded, this local Solar provider was in need of an entire catalog's worth of content. Our team spent several months producing a wide range of video and photo content used for advertising. This content was used for each part of the funnel to engage and nurture their prospects into life long customers.