Why Storytelling is Essential in Healthcare Marketing

Why Storytelling Is Essential in Healthcare Marketing

Micheal Sherman, Digital Marketing Specialist Digital Marketing

Numerous studies over the years have proven that our brains are far more engaged not by facts but by storytelling.

Our brains love stories. In reality, we spend about a third of our lives daydreaming and the only times we stop dreaming are when good stories are in front of us. According to Onespot, 92 percent of U.S. consumers want ads that read like a story.

It’s time you give the public what they want. In the world of healthcare marketing, there’s an emphasis on facts and credentials to gain trust with consumers. What a lot of marketers miss is that telling an emotional story can be even more effective than traditional communications. In other words, a compelling story to the right audience can potentially turn prospects into real patients.

Why? Because it’s relatable. Everyone knows someone who was or currently is sick. While a health article with some bullet points may grab someone’s attention, actually hearing a real life success story will more likely reap results. Not only will you grab your audience’s attention, but also there’s now a good chance they will take action. Maybe not today or tomorrow, but in the near future.

It is important that storytelling in healthcare not just involve any story. It needs to be real. It needs to be dramatic and it needs to be motivating. Without these elements, your story may fall flat.

While the world of healthcare is obligated to provide factual data, there’s no reason why this data can’t be expanded upon and told within a story. Maybe it is a success story from a previous patient or a heart-warming video of charity and donations that lead to a new treatment.

Humans have a soft side to them. They just need them to be opened up. Stories can help do that.

For more information on storytelling marketing and how it can help make your healthcare facility successful, contact Wax Custom Communications at 305-350-5700 or visit waxcom.com.

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