Once upon a time… As you read or hear the words, you’re instantly ported into another world, the world of a story that you feel drawn into.
 
Before digital marketing & healthcare branding, the first stories were transmitted by word of mouth.

The introduction of books, radios, and cinemas widened the scope of storytelling, giving it a broader platform. 
 
Traditional and Digital Marketers first started telling stories when the visual impact of the cinematic medium intersected with the broad reach of radio – the television allowed them to tell stories in commercial breaks.
 
However, such advertisements burnt a deep hole in the pocket.  
 
The internet served as a one-stop-solution for this problem. It enabled one healthcare digital marketing to spin stories regardless of the budget limitations that once kept hospital brands from investing in television or print advertising. 
 
Defining engagement when measuring social success

 

With the amount of content online increasing, your audience’s attention span is dwindling. So how do you stand out from the crowd? By finding the best stories and telling them well.

The art of creating stories 
 
Every brand has a story — it’s how you tell it. Before telling the story ask yourself:
 
• What makes your story so unique?
• How can you tell it in an impactful way?
• What problems are you solving?
• How are you a hero?
 
What, then, decides good content in the middle of all the other content that’s out there? It’s important to establish an authentic healthcare brand identity that feels real to you. 
 
  • The more candid but true shots get more engagement from people, who want to see others like them use your products, more than airbrushed models or other picture-perfect captures. 
 
  • Equally important is consistency when it comes to images, fonts, colors, and other small elements that all add up to creating the look and feel of your brand identity. 
 
  • More and more, healthcare digital marketing brands are starting to not just create content, but curate it. By identifying their target audience on social media and observing the way they behave, it’s easy for brands to understand what appeals to them. 
 
And when they use your products, their unfiltered responses and reactions make for the most compelling stories; ones which the brand then merely has to curate and share.

Read more: Why is CRM important in healthcare marketing

A picture is worth a thousand words...

Today’s trend is telling stories visually. The rise of Instagram (400 million active daily users!), Snapchat, TikTok, and other social media channels prove yet again that the world wants to take in information graphically.
 
Why should you jump on this trend? The biggest reason is that images remain in human memory in a way that no other form of storytelling does. Research shows that human brain processes images 60,000 times faster than text.

90 percent of information transmitted to the brain is visual.
 
The memory of an image influences how we feel, think, and act long after we stop seeing it. If your healthcare/hospital brand can create a powerful visual story that people feel is worth sharing. 

Capturing emotions

Emotions largely impact the virality factor and ensure that your story is widely disseminated, leading to people you’ve never met being influenced to interact with your brand. 
 

How stories impact purchasing?

Good content has an amazing impact on purchase decisions when it’s willingly shared to a receptive target audience. That’s why healthcare digital marketing agencies use visuals in social media marketing techniques.

People like making purchase decisions quickly, and at the moment of purchase, you want your brand name and story to come to their minds automatically.

Stories stick in people’s heads in a way that facts don’t. As people listen to compelling stories, they’re drawn in and feel like they’re experiencing the story themselves. 
 
Facts about healthcare buyers
 

What your brand story should tell?

 
Studies show purchase decisions are influenced by the heart and emotions more than logic or any product attributes by themselves. Stories appeal to the emotional decision-maker memorably, inspiring both immediate purchases as well as brand loyalty… 
 
But only when they’re told right. 
 
Remember the average website user spends 15 seconds on a website. How can you tell your story at this time? 

Healthcare digital marketing videos, GIF, infographics, etc. can speak a thousand words. Before you decide, let’s work on how to choose the story you wish to share.
 
Outline your brand
 
What do you offer? If it’s a bunch of products, which is the one you feel best defines the brand?
  
Define your target
 
Who buys your product? What motivates them to do so? How do they find you? What questions and concerns do they have?
   
Pick a unique factor
 
When it comes to storytelling, this has to be something defining your brand values or beliefs, rather than a product attribute. If you can make an emotional connection with your consumer that makes you stand out from the rest, they’ll be willing to hear your story.
 
Finding the answers to these questions can’t be a unilateral process. They have to come from your customer support teams, and, of course, your customers themselves. 
 
Healthcare branding companies/agencies need to truly understand the target audience and find a hook. They’ll discover what the customer wants and whether they’re able to provide it for them.  
 
Use their problem as the villain, and spin a story with a clear beginning, conflict, and resolution to show how you were able to solve the problem. The best stories come from your credible users, authentic sources who will resonate with the rest of the audience. 
 
It could be your:
You can choose to use their stories as is, or spin them into fiction based on reality. However, do try to use real details wherever possible. If you choose a spokesperson to hero your product, make sure they personify healthcare branding — it should be through-provoking.
 

How to tell your healthcare brand story

If you’re scripting a story, make the best use of beautiful visuals and descriptive copy to trigger the sensory cortex and add to the recall value.
 
Most importantly, tailor your story to the medium you’re using to make it easily shareable. Wherever possible, create stories that feed into each other.



What your stories should not be?

 
The thing about storytelling is you have to DO IT RIGHT is a great differentiator. 
  • Stories can’t be about hospital branding pitches or sales goals
  • It can’t be blatantly self-serving. Rather, the best stories draw in your audience, engaging them emotionally, resonating with them, motivating them, and making them feel like responding. 
  • It may not feel like you get tangible ROI benefits, but the impact is long-lasting and powerful. 
Remember, a stand-alone story is good, but a story that keeps audiences coming back to see what happens next is even better!
 
A story can be a strategic business marketing tool. It can:
  • Pique patient/user interest
  • Evoke emotional investment
  • Make patient/user take instant action
There are infinite advantages of building and maintaining a strong visual story.
 
Customer-inspired stories are particularly compelling, and when well-presented, they convey an amazing level of authenticity.

Has your brand developed a visual story? We’d love to see it and hear your tips.