The use of storytelling in healthcare

Feb 25, 2021 | Marketing

Telling a story is one of the best ways we have of coming up with new ideas, learning about each other and our world. No wonder the storytelling in healthcare is as old as mankind.

It has been happening since humans first inhabited the earth. Our ancestors shared their experiences around the fire, learning to avoid danger, to hunt more effectively and to strengthen cultural traditions.

Storytelling is part of marketing

Any brand can benefit from storytelling in their marketing strategy, but especially healthcare, which is based on research and data that needs storytelling to make it relatable.

Noteworthy, your listener wants to be engaged and entertained, informed, and inspired. And there is more: storytelling harnesses emotion balancing hearts and minds.

infographics about storytelling in marketing

However, how can this be applied to your healthcare organization?

The healthcare industry is shying away from the storytelling tool; even though it is full of inspiring stories, it is slowed by two significant challenges: complexity and regulations.

Not only can some health-related concepts be difficult to present in layman’s terms, but there are also policies and HIPAA restrictions that limit word choice and presentation.

If it is not easy to make complicated concepts fun, it is even more difficult with these rules about how they can be disseminated. Even if it is not easy, it is still essential to make your website engaging and accurate, exciting and compliant.

parts o a good storytelling

How to create engaging storytelling in healthcare

The first step is to identify your ideal audience. For example, doctors, patients and investors have completely different interests, issues, consumption habits and vocabulary.

The second step is asking them to participate. Instead of urging your audience to follow along make them join in. When people become immersed in your story, you will get a valuable connection and have opened the door to a deep, long-term relationship.

Effective stories create this bond by focusing on conflict resolution. Your audience is looking for health care services or products because they are addressing an issue or challenge. When you hit the conflict pressure points early, you will create more interest and drive curiosity about the solutions you offer.

Additionally, you must create the proper cadence in your story. People like to find patterns at their own pace. Keep a balance that does not rush your audience through your story nor leave them with too many uncertainties.

In 3DforScience we help you create a short, clear and relatable story that will make people see why your product or service is the best and to be more apt to take action.


3DforScience is a scientific communication company specialized in digital content for the pharma and biotech industries. Our passionate creative team works alongside an in-house scientific team to provide cutting-edge medical animations, scientific illustrations, virtual reality, etc.

Our extensive experience within the field ensures all the content we produce is scientifically accurate, innovative, engaging, and pitched at the right level for the target audience.

Would you like to bring your scientific messaging to life? Contact us. We would love to help you create something unique.


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