Today’s world is fast-paced and digitally driven. Consumers have adopted a “need it now” mentality and value brands that prioritize instant gratification.
As a result, brands focus on convenience instead of the personalized human touch. However, to better connect with your target audience and break the cycle of endless scrolling, it’s important to engage with them on a deeper level through storytelling.
Brand storytelling in healthcare requires embedding skill, creativity, and vision in your marketing campaigns to evoke emotion and increase your bottom line. By telling the “why” behind your brand, you’re able to engage with your customers and give them a reason to invest in your products and services.
You need to start sharing your story to edge out the competition. Let’s take a look at what brand storytelling is and how medical suppliers can implement it in a marketing strategy.
What is Brand Storytelling in Healthcare?
Storytelling has existed for over 27,000 years. Brand storytelling is the art of weaving fact and narrative together to communicate a message to your target audience. While you’re providing real and transparent stories, you can embellish them to better explain your core meaning. While “good” and “bad” storytelling is relative to your customer, developing a positive brand story includes the following elements:
- Entertainment
- Education
- Universal
- Memorable
- Organized
As a medical supply brand, you can utilize storytelling to create powerful videos, testimonials, case studies, marketing materials, and more to amplify your brand.
Why is Brand Storytelling Important?
Brand storytelling in healthcare is no longer a nice-to-have. Successful storytelling allows you to boost your brand awareness, profit, and impact to drive more engagement and conversions with your customers.
Why is brand storytelling successful? Consider the following benefits:
- Stand out: You can gain an edge against the competition by creating a memorable narrative that highlights your products and how they have helped save lives.
- Build loyalty: You’re not just attracting customers through a story; you’re building a relationship with people who will become loyal to your brand and products.
- Increase bottom line: You can boost your ROI and overall profitability through complex content marketing stories that drive engagement.
How to Create Healthcare Brand Storytelling for Your Brand
As a medical supply brand, your story can bridge the gap between your company, distributors, and the end-user to increase awareness and engagement. It’s not just a differentiator, it’s a strategic tactic that yields long-term results. Here are two types of brand storytelling for healthcare you need to know:
Data-Driven
76% of marketers fail to use behavioral data in their marketing strategy. With 149 zettabytes of data created worldwide by 2024, you can leverage data to create more targeted stories based on your audience’s preferences and pain points.
As the key to create content that resonates with your audience, your data is one of the most powerful resources you can leverage for powerful storytelling. Consider analyzing your data from qualitative and quantitative sources to derive key insights for your stories. For example, you can use data to discover the following insights:
- Does your audience prefer videos over static images?
- Do they consume short-form or long-form content?
- What are they searching for on search engines?
- How long are they engaging with content?
- What platforms does your audience prefer?
Audience-Focused
To develop successful stories, you need to take your healthcare brand out of storytelling. While you may be accustomed to selling yourself, building impactful content needs to focus on your customers instead. The purpose of your story is to provide your audience with valuable content that evokes emotion and compels them to move forward with your products.
Brand storytelling videos are the most popular types of media marketers create. Get started by assessing your current content and note how often you mention your products or brand throughout the story. Depending on your audience needs, you can develop storytelling through the following mediums to attract customers:
- Podcasts with industry-adjacent guests to connect with your audience on topics that matter
- Micro-moments through videos and mini-ads that quickly bring your brand to life
- Philanthropic news to showcase what your business cares about on social media
When you create user-generated content, you’ll be more likely to expand your reach and build trust with your customers.
Strategic Brand Storytelling for Your Healthcare Business
What’s the “why” behind your brand? Impactful storytelling is the art of highlighting your brand purpose. Without honest and transparent content marketing, your customers will likely find a competitor they better connect with. If you’re looking to build a deeper connection with your distributors, developing brand storytelling is the best way to establish long-term relationships. Looking for quality content marketing services that engage your customers? Contact Share Moving Media for more information.