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.
Steps to Shift from Marketing to Storytelling
To successfully adopt a storytelling approach, healthcare organisations must follow a structured framework. Here are the key steps:
- Identify Your Audience-Stakeholders: Healthcare audiences are diverse, ranging from patients and caregivers to healthcare professionals and policymakers., and each group has unique needs. The first step in storytelling is understanding who your audience is. Tailor your stories to address the pain points, emotions, and needs of each group. For example, stories aimed at patients may focus on empathy and care, while stories for policymakers might highlight innovation and efficacy.
- Empathy Mapping: Recent research indicates that emotional responses drive up to 70% of purchasing decisions. Empathy mapping is a technique used to understand the emotions, thoughts, and behaviours of your audience. By mapping out the experiences of patients, caregivers, and professionals, healthcare brands can craft stories that resonate deeply. Empathy-driven stories are powerful because they reflect the real struggles and triumphs of patients, making them relatable and memorable.
- Patient Outcome Stories: Testimonials and case studies are compelling tools for showcasing the impact of healthcare services. Real-life patient stories, especially those involving significant recoveries or life-changing treatments, can humanise healthcare brands. These narratives demonstrate the brand’s role in improving patient outcomes, making them trustworthy and relatable.
- Data-Driven Stories: In healthcare, combining qualitative stories with quantitative data enhances credibility. Data-driven storytelling helps convey the effectiveness of treatments, innovations, or services. For instance, sharing research results alongside patient stories can strengthen a brand’s authority, providing a balanced narrative that appeals to both emotions and rationale.
- Visual Storytelling: The use of visuals—infographics, videos, and graphic narratives—can enhance the impact of healthcare stories. Visual content helps improve comprehension and retention, especially in a field as complex as healthcare. Videos, in particular, can vividly portray patient journeys or explain complex treatments, making healthcare services more approachable and understandable.
- Leverage Social Media: Brands can effectively use social media to share their stories and engage with communities. Social platforms offer healthcare brands a space to reach wider audiences, interact with patients, and foster a sense of community. Additionally, social media analytics tools help measure the impact of stories, allowing brands to refine their approach over time.
- Partnering with Content Creators: Collaborating with healthcare influencers or creators provides an avenue to share authentic patient stories and health journeys. Influencers often have close-knit communities who trust their recommendations. When brands work with influencers to share content calling out the impact of the brand in ensuring positive healthcare outcomes , they not only increase reach but also ensure accurate and beneficial health advice is shared.
Maintaining Ethics and Authenticity
While storytelling in healthcare is powerful, it must be approached with ethical considerations. Confidentiality is paramount; patient stories must be shared only with consent, and respect for privacy should always be maintained. Healthcare brands should avoid sensationalism or exaggeration, as trust is easily broken if patients feel misled. Authenticity in storytelling builds trust, whereas misleading or unethical stories can lead to brand damage.
Corporate Social Responsibility (CSR) initiatives can also be woven into healthcare storytelling. Sharing stories about how a brand has contributed to local communities, overcome challenges, and supported patients fosters brand advocacy. These stories not only demonstrate expertise but also show a brand’s commitment to the greater good.
The shift from marketing to storytelling in healthcare represents an opportunity to build emotional connections, improve patient outcomes, and create lasting brand loyalty. By focusing on empathy, authenticity, and patient-centred narratives, healthcare brands can stand out in a crowded marketplace and ensure that they are top of mind when patients need expert care.
