{"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

\n\t\tHow To Use Storytelling in Healthcare Marketing For Greater ROI\n\t<\/h1>\n

\n\t\t“The best bridge between a presenter and an audience,” someone once wrote, “is a story.”<\/strong>\n\t<\/h2>\n\t

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\"IMacEditing3\"\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

\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\"Brain-1\"\n\t

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

\n\t\tWhat are the 3 Goals of Storytelling in Healthcare? \n\t<\/h2>\n\t

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

Measured Growth<\/h3>\t\t\n\t\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

Increased Brand Recall<\/h3>\t\t\n\t\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

Audience Connection<\/h3>\t\t\n\t\t\t

As discussed , stories can be up to 22 times more memorable<\/a> than facts. Stories create real emotions that forge real connections with people. The right storyteller can bring that audience in and make the message so digestible that they forget they’re being marketed to and just enjoy the story.\u00a0\u00a0<\/p>\n\t

The 4 Pillars of Storytelling in Healthcare<\/h2>\n\t

There are four pillars in order to achieve a compelling story in Healthcare Marketing<\/h2>\n\t\t\t\t\"HummANITY\"\n

\n\t\tPeople\n\t<\/h2>\n\t

People connect with other real people, not companies. They connect with real emotions, problems, hopes and dreams.\u00a0Healthcare 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.<\/p>\n\t

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. <\/p>\n\t\t\t\t\"HummANITY\"\n

\n\t\tProblem\n\t<\/h2>\n\t\t\t\t\"HummANITY\"\n

\n\t\tPurpose\n\t<\/h2>\n\t

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\u00a0 that audience members will connect to and the problems in it.\u00a0The purpose unifies the\u00a0 all 4 pillars and it inspires the final payoff. <\/p>\n\t

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\u00a0 involves relatable people, their problems, their journey to find their solution, the purpose that drives them,\u00a0 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. <\/p>\n\t\t\t\t\"HummANITY\"\n

\n\t\tPay Off\n\t<\/h2>\n

\n\t\t4 Kinds of Storytelling in Healthcare Advertisements\n\t<\/h2>\n\t

There are four certain kinds of stories that will get the audience to sit up and pay attention.\u00a0 We have seen that these four also directly align with most healthcare campaigns.\u00a0<\/p>\n\t