Saibal Biswas, SVP and Head of Marketing, PR, and Partnerships, MediBuddy
Healthcare is a need-based service, where the typical patient thinks about healthcare only when unwell. For the average person, this happens infrequently, which poses a challenge for brands attempting to stay relevant in consumers' minds. Storytelling provides an opportunity to establish an emotional connection that endures beyond individual healthcare episodes.
According to a 2022 study published in the International Journal of Pharmaceutical and Healthcare Marketing, patient satisfaction can be significantly improved through relationship-orientated marketing powered by storytelling. By employing effective storytelling techniques, healthcare brands can build memory structures that evoke trust and loyalty, ensuring that when patients require healthcare services, they turn to those brands first.
