Supercharge Healthcare Brand Impact with These 10 Stories
Storytelling sells, but more than that it moves and connects us. A meaningful story echoes within its target like a heartbeat. To supercharge healthcare brand impact, you have to lead with a story, thoughtfully blending classic storytelling elements with data. A story-based experience is more likely to stay top of mind than a data-based one.
Below are 10 stories you can tell to better engage HCPs and patients, packaged as a compelling digital experience (what we call a Story).
HCP stories to boost brand impact
Think of a brand overview Story as the introduction to your brand. You can share your brand’s indication, a study, proven safety data, etc. Tie it together with an emotion-evoking element such as a patient voiceover to tug on HCPs’ heartstrings.
An unmet need Story provides staggering stats and key information about a healthcare problem, whether that’s a lack of convenient treatment options for particular patients or high costs associated with therapies. Use creative graphics to entice HCPs to complete the experience, taking high value actions along the way.
A patient cases Story provides HCPs with a hyper-personalized “choose your own adventure” experience. Present 2+ patient cases for them to pick from, driving the Story down one path.
Flesh out your patients with rich characterizations to reach the hearts of HCPs. For example, in a Story about depression, you could show what your sample patients did for fun prior to their diagnosis to emphasize how much depression is negatively impacting their lives, necessitating a new treatment.
A new indication Story simply announces to HCPs that your brand is now approved to treat a new condition. For this less personal option to pop, you’ll want to focus on a standout design like this movie theater-style Story below:
Let HCPs discover how multiple patient types can be treated by your brand. While this type of Story is more clinical, lending itself to data-driven copy, you can still tell a story through images, humanizing the types of patients you’re describing.
Efficiently inform HCPs on everything they need to know about what dosing and titration would look like for their patients if they prescribed your brand, including copay information.
You could even add sample patients to your Story, showing their current, unsatisfactory treatment stacked up against your brand, highlighting how your brand could better fit their schedules and overall lives.
Patient stories to increase brand engagement
Word of mouth is one of the best ways to supercharge brand impact. It creates a buzz. It builds brand trust. It’s natural for us to want to hear from someone like us how a brand worked for them.
That’s why the patient testimonial Story is so valuable. It streamlines the process, grouping a few testimonials together for quick and easy consumption, hopefully swaying other patients to give your brand a try.
One type of Story that naturally complements healthcare brands is the brand superhero Story. Your brand is the hero. Your villain is the condition with which targeted patients struggle. Say you’re selling acne medication. Acne is your vicious villain. Your once-a-day capsule is the hero, stopping Acne in its tracks.
Swap out the boring registration forms for a fun, eye-catching enrollment Story.
How? Start with a nurse navigator VO to warmly welcome patients to the form. Add a variety of colors to make simple text boxes pop. Include progress bars so patients know they’re nearing the end of the form. You can even spice up your digital experience by incorporating an optional music feature.
Sometimes the most impactful digital experiences are the most concise and direct. Quickly introduce an expert within your Story to appeal to busy patients looking for a professional POV they can trust. This could be a physician VO if you can't get an actual video recording.
This only scratches the surface of the STORYSOFT Stories you can build. Get creative. Figure out what information HCPs and patients want to know about your brand and deliver it as a social media-style experience thrumming with the emotional resonance of a well-written story.
Now that you’ve got the keys to unlock your brand’s stories and supercharge healthcare brand impact, it’s time to start building.
Supercharge brand impact with STORYSOFT. Learn more.
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