Posts by Ashley Myers
The Omnichannel Approach for Pharma Marketers: A Getting Started Guide
Omnichannel continues its long-standing reign as a kingly buzzword in the pharmaceutical industry, and it isn’t being overthrown anytime soon. The omnichannel approach is driven by how seamless and personalized your pharma brand’s digital experiences are for users. HCPs and patients should feel like they are at the center of your brand’s universe, their…
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Improve Marketing Performance with These 7 Literary Devices
It’s no secret that powerful storytelling is engaging. Our natural gravitation toward stories is a beautiful human quality. Stories tap into our fears, dreams, desires etc. But the best stories aren’t powerful by accident. Writers use tools known as literary devices to knead, sweeten, and season their work. To elevate the stories you tell and…
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Reimagine the Patient Registration Experience
https://storysoft.io/wp-content/uploads/2023/03/Reimagining-the-Patient-Registration-Experience.mp3 “Fun” and “registration forms” aren’t usually found in the same sentence. They are practically antonyms…or they were. It’s time to reimagine the patient registration experience, making it more enjoyable for targeted patients, thereby increasing signups. How can you give your patient program registration form the facelift it so desperately needs? By reshaping it into…
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Mastering Detailed Storytelling in Advertising
https://storysoft.io/wp-content/uploads/2024/01/mastering-detailed-storytelling-1.mp3 Detail is a fundamental part of storytelling. It imbues stories with meaning. This goes for storytelling in advertising too. Without detail, there’s no connecting force pulling consumers in, minds and hearts opening to not just the story you tell but your brand as well. Draw out emotions with detail Would you be more inclined…
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Creating Universal Mirror Experiences in Marketing: Vrbo Speaks to You
https://storysoft.io/wp-content/uploads/2024/01/universal-mirror-experiences-1.mp3 Commercials should not be opaque or distant to their audience, they should be reflective and connective. Companies creating mirror experiences are doing more than cultivating empathy, they’re also prompting recognition. Those “I see myself in you” or even “I am you” moments are brought to life, the “you” being the main character in a…
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Creating Mirror Experiences in Marketing
https://storysoft.io/wp-content/uploads/2023/03/Creating-Mirror-Experiences-in-Marketing.mp3 Have you ever watched a commercial and become so invested in its main character that you felt as if you were experiencing what they were experiencing? Did you find yourself rooting for their success as if it was your own? If so, you’ve been struck by a mirror experience. Mirror experiences in marketing compel…
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Pharmaceutical Brand Worldbuilding
https://storysoft.io/wp-content/uploads/2024/01/pharma-brand-worldbuilding-1.mp3 As a pharmaceutical marketer, instilling trust in HCPs and patients is vital. Trust in a pharma brand’s data and claims opens the door to increased engagement. One method other industries have been using to successfully forge trusting relationships with customers is brand worldbuilding. Let’s step back for a moment and briefly discuss what worldbuilding…
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The Art of Persuasion Marketing
https://storysoft.io/wp-content/uploads/2024/01/persuasion-marketing-1.mp3 Persuasion marketing cuts to your core. It targets one’s deepest, often innate desires or fears. In Storynomics, a marketing book written by Robert McKee and Thomas Gerace, they write of “touch[ing] people’s basic, unchanging instincts” to persuade them to buy your product. (Storynomics, Page 25) To successfully implement persuasion marketing techniques, you need to…
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2023’s Super Bowl Commercials Leverage Celebrity and Nostalgia
https://storysoft.io/wp-content/uploads/2024/01/superbowl-commercials-1.mp3 Super Bowl Sunday is for two types of people: the ones there for football and the ones there for the halftime show and commercials. Residing in the latter camp, I thought we could take a look at some of the more compelling Super Bowl commercials of the night, from T-Mobile’s goofy ode to Grease…
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