18 Feb Why brand storytelling is the key to successful healthcare marketing

Who doesn’t love a good story? Whether it’s in a movie or TV show or book or play, a good story engages us, makes us think, and helps us better understand the world around us.

That’s why storytelling has been around for thousands of years, starting with cave paintings in what is now the south of France.

Brand storytelling uses narrative techniques to create an emotional connection between your audience and your brand. This helps build awareness and makes your message memorable, impactful, and actionable.

This article explains the importance of storytelling in healthcare marketing and offers 10 simple steps to help you create an effective brand story.

1. The first step to brand storytelling: brand positioning

The foundation of effective brand storytelling is brand positioning.

The best brand positioning quickly and concisely communicates your brand’s unique value compared to your competition. It focuses on how your brand uniquely meets the specific needs of your target audience.

Brand positioning isn’t a tagline or slogan. It’s a strategic tool designed to help your communications target your audience with a message that differentiates and elevates your brand from the rest.

Tips for writing your brand positioning statement

There are a variety of ways you can position your brand:

•  Improved quality

•  Greater convenience

•  Lower price

•  Better value

•  Superior customer service

Of course, because we work in the healthcare industry under the watchful eye of the FDA, all claims MUST be substantiated!

When creating your positioning, ask yourself:

•  Who are my target audiences?

•  What do they need?

•  What are the specific features and benefits of my brand that meet that need?

•  How is my brand superior to the competition?

•  What can I use to prove my brand’s benefits?

2. Map your origin

Now that your brand positioning foundation is in place, it’s time to bring it alive with brand storytelling. Let’s start with your brand’s origin story.

If you’ve ever watched a Marvel comics movie, you’ve seen the hero’s “origin story”—where he or she came from, the important incidents that shaped the hero’s life and provided the driving force behind his or her mission.

When shaping your brand’s origin story, ask yourself:

•  Why was your brand created?

•  What problem did it solve?

•  Who created it?

•  What is the vision for your brand?

•  What challenges has your brand faced and overcome?

•  What successes has your brand had?

3. Identify your hero

Your hero is your customer—and creating customer personas is an excellent way to gain a greater understanding of your target audience.

When identifying your hero, ask yourself:

•  Who is your hero?

•  What are the demographics of your hero (i.e., age, income, employment, education, location)?

• What are the psychographics of your hero (i.e., lifestyle, values, interests, beliefs, activities)?

•  What are the pain points of your hero?

•  How does your brand solve a problem?

•  Though what communication channels would your hero learn about your brand?

4. Define your brand personality

This depends on your company and brand. Do you want to be perceived as cutting-edge? Clinical? Caring? Innovative? Selecting the right personality will help your brand resonate more deeply with your audience.

5. Find your voice

Once you’ve defined your personality, create a voice that corresponds with it. For instance, if your personality is caring, write in a very empathetic tone. If it’s clinical, assume a commanding, confident tone.

Whatever tone of voice you adopt, use it on all marketing tactics to establish consistency.

6. Keep your story simple

An overly complicated brand story can be hard to follow and believe.

7. Keep your story real

You can’t fool your audience. Speak truthfully, present the facts, and explain why your brand will help solve their problems. Keeping it real really resonates and will build trust.

8. Demonstrate understanding

Empathize with your audience. Make them understand that you understand their problems, needs, motivations, and aspirations. The right brand storytelling will help you achieve this.

9. Stay on message

From the corner office to the front desk, everyone in the company should deliver the same message to your audience. Multiple, contradictory messages will only confuse your audience and make your brand appear disorganized.

10. Create a compelling call to action

You spend significant time, effort, and money engaging your audience, hoping they will engage with you. Tell—don’t ask—exactly what you want your audience to do—and explain how it will benefit them.

Brand storytelling works

Research shows that audiences are 20 times more likely to remember information that’s communicated via powerful storytelling versus repetition of facts and figures.

Let us help tell your story

The team members at Bryant Brown are specialists in healthcare marketing, with experience everywhere in healthcare: pharmaceutical and biotechnology companies, medical device manufacturers, health information technology leaders, hospitals and health systems, and patient and professional advocacy organizations.

Engage us to create your brand story—we’ll help you make sure it has a happy ending.

Want to know more? Let’s talk!