Everyone has a story. Your clients, your clients’ customers, everyone. Stories are how we build connections, how we relate to each other – it’s even how we talk to ourselves. Telling your brand’s story builds trust and creates relationships. It is a powerful marketing tool that you can’t afford to ignore.
The human brain prefers the story over straight data.
The human brain is drawn to information, but it likes to receive it in a certain way. Studies show that people retain around 70 percent of information when it is given to them in story form and only around 5 to 10 percent when it is delivered via straight data or statistics. Even when we talk to ourselves, it is usually in a story-like format.
We are drawn to the emotional appeal.
We humans are emotional creatures. Content that touches us emotionally is far more enticing than content that just feeds us facts. We seek it out and let the wave carry us where it will. In healthcare storytelling, there is plenty to draw on for emotional appeal. Use it to motivate and inspire, to move your audience and to raise awareness around important health topics all year long.
People like it when you get personal.
When you get personal you are starting conversations. When you put your brand story out there in a way that is emotional and personal, you are inviting a response. You are starting a conversation that can be carried into more stories, and that your audience can respond to with stories of their own.
Bring the story to your audience
Broadcast communications is a great way for a story to find a new audience. Using radio to deliver a message can increase awareness and substantially boost the number of people who will be exposed to it. It’s also proven to be a great driver for social media as broadcast outreach moves people from on-air to online to hear even more about the story you’re telling. Once listeners go online, use hooks on your website, like “watch this space” or “come back to see what happens next” to get people interested in returning to your site.
What does healthcare storytelling look like?
Patient testimonials are some of the most popular stories, but healthcare brand storytelling goes far beyond that. It takes the standard problem/solution marketing strategy and transforms it into an engaging tale that takes your audience on a journey where they will explore the problem and discover the solution through your brand. The story is about people just like them who have problems just like they do. Then it shows how your brand solved them – and in the process how it can solve theirs too. This approach builds trust and confidence in the brand while remaining authentic.
When you are ready to tell your brand story, you have a number of options. Let MediaTracks Communications bring it to life through the incredible power of radio. Contact us today to find out how we can help you reach a new, larger audience, tell your story and build trust for your brand.
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