{"id":3897,"date":"2021-05-11T11:49:17","date_gmt":"2021-05-11T18:49:17","guid":{"rendered":"https:\/\/ww3.ambientskies.com\/?page_id=3897"},"modified":"2023-02-15T10:17:27","modified_gmt":"2023-02-15T17:17:27","slug":"storytelling-in-healthcare","status":"publish","type":"page","link":"https:\/\/ambientskies.com\/healthcare\/storytelling-in-healthcare\/","title":{"rendered":"Storytelling in Healthcare"},"content":{"rendered":"\n
Healthcare advertisements that evoke empathy with information forge stronger and more memorable connections. That’s where storytelling comes into play.\u00a0<\/p>\n
Last year, Healthcare companies spent around $36 billion on advertising<\/a>. 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.\u00a0<\/p>\n 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.\u00a0<\/p>\n\t\t\t\t\n\t 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.\u00a0<\/p>\n 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.\u00a0<\/p>\n On functional MRI scans<\/a>, many different areas of the brain<\/a> light up when someone is listening to a narrative.\u00a0<\/p>\n In a recent NPR article<\/a>, \u00a0Uri Hasson<\/a>, professor of psychology and neuroscience at Princeton University, says that as we hear a story unfold, our brain waves actually start to synchronize<\/a> with those of the storyteller. That means the person telling the story is in control of the emotions the listener feels.<\/p>\n In short, storytelling is the act of weaving a narrative in order to elicit a response from the audience.<\/p>\n\t “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.<\/a><\/p>\n 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.\u00a0<\/p>\n 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.<\/p>\n And they remember it because it’s a story about them.<\/p>\n\t In fact, Psychologist Jerome Bruner found that\u00a0we are 22 times more likely to remember a fact when it has been told to us within a story<\/a>.<\/a><\/strong>\u00a0<\/p>\n\t A study from Stanford’s Graduate School of Business found that when people listened to pitches only 5% recalled a statistic, but 63% of people remembered the stories at the center of those pitches.<\/p>\n\t According to<\/a> Forbes, storytelling should be a priority for all marketers.<\/p>\n We tell stories so that complex, uninteresting topics become more relatable and compelling to our target consumers, but very direct results in ROI can be achieved through storytelling.<\/p>\n\t\t We are genetically wired to love and respond to stories<\/a>, By social-izinge your storytelling content, you can easily expand your consumer base and brand awareness. 81% of marketers found<\/a> that increased traffic occurred with as little as six hours per week invested in social media marketing with compelling content.<\/p>\n\t\t A recall<\/b> happens when the brand’s<\/b> name pops up in a consumers’ minds when the need or necessity arises. There are so many healthcare commercials and print ads out there but only a compelling story sticks. When you wrap your message into a story<\/a>, people pay more attention and retain more information about your brand and service.<\/p>\n\t\t\n\t\tLet’s dig into some strategies that can help your storytelling marketing work in healthcare\n\t<\/h2>\n
\n\t\t\n\t\tROI Science\n\t\t<\/a>\n\t<\/h2>\n
\n\t\t\n\t\t3 Goals\n\t\t<\/a>\n\t<\/h2>\n
\n\t\t\n\t\tThe 4 Pillars\n\t\t<\/a>\n\t<\/h2>\n
\n\t\t\n\t\t4 Kinds of Ads\n\t\t<\/a>\n\t<\/h2>\n
\n\t\t\n\t\tMediums Used\n\t\t<\/a>\n\t<\/h2>\n
\n\t\t\n\t\t3 Great Examples\n\t\t<\/a>\n\t<\/h2>\n
\n\t\tThe Science Behind The ROI Of Storytelling In Healthcare\n\t<\/h2>\n\t\t\t\t\n\t
\n\t\tWhat are the 3 Goals of Storytelling in Healthcare? \n\t<\/h2>\n\t
Measured Growth<\/h3>\t\t\n\t\t\t
Increased Brand Recall<\/h3>\t\t\n\t\t\t
Audience Connection<\/h3>\t\t\n\t\t\t