Storytelling as Healthcare & Medical marketing strategy
The pharmaceutical industry, as we well know, is highly regulated and restricted, facing an enormous challenge: health care consumers.
Pharmaceutical companies have always had to deal with challenges to attract patients’ attention, how to be their drug of choice by default in the face of so many barriers to demonstrate how good their product is, with advances in technology people have changed the way they approach their health. The pharmaceutical industry today focuses more on educating and raising patient awareness about diseases and how to prevent them than in the old healthcare marketing strategy focused in product-only .
Today’s pharmaceutical industries have become more personal with their patients, if your content does not attract the audience emotionally, you will lose their attention, the content must provide meaning and relevance.
Emotion as the protagonist in a healthcare marketing strategy
Through stories we connect emotionally, people are attracted to stories because they have meaning and create an emotional impact. Good stories can produce powerful results for brands by connecting with people through values, ideas and lived experiences.
What is storytelling in healthcare medical marketing?
Storytelling in healthcare medical marketing is a tool that allows you to tell a story using sensory language presented in a way that conveys to listeners the ability to internalize, understand and create personal meaning from it. Your customers don’t buy your product or service. They buy the emotion you make them feel.
Any media can be used in a healthcare marketing strategy to tell a story, including video, email, social channels and case studies. However, each vehicle provokes a different reaction from your audience.
In our case, through our videos, we can offer our client the experience of living more closely how a disease develops, how it is observed, how that drug we use within our body acts, and a host of other processes.
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WHAT DOES STORYTELLING AS A PHARMA CONTENT MARKETING TOOL CONTRIBUTE?
Storytelling allows you to connect with the client/patient emotionally through the stories that are told, a story always has a purpose and through them you can make a more detailed explanation either of the disease (which helps a lot to understand people and the pathology they are living), some experience lived with the disease by a patient (can provide support for people who suffer the pathology and do not feel alone), a medical device (how it has been used, errors, benefits, who can use it) …. Storytelling can be adjusted to the needs and objectives of each company.
3DforScience believes that Stories help inspire people to think differently, and involve their senses and minds. Not only do they listen to stories, but they experience them. This creates a real connection between the company and the patient.