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April 21, 2015
Creating a brand story is a critical part of marketing. The reason is simple - great stories make people feel something, and those emotions create powerful connections between the audience and the storyteller. Human-to-human connections are the heart and soul of business. Storytelling is a powerful technique that builds relationships and keeps people engaged. Once you’ve developed a an emotional connection between consumer and brand, your brand’s power will grow significantly.
Storytelling is one of the best way healthcare companies can build trust and loyalty with their consumers. That’s why it’s critical that companies take the time up front to fully develop their approaches to storytelling. We’ve put together some key tips to help healthcare companies tell their brand story:
As mentioned, human connections are the heart and soul of a business. Brand storytelling is a technique that can reinforce these bonds. Your readers want to be treated as individuals, not as consumers. It’s important that healthcare companies spend a lot of time thinking about how their content will enrich the lives of their readers. Facts and numbers have their place, but at the end of the day patients want to know you understand their needs and can speak their language.
Your brand story should not only be compelling and engaging, but it should also promote interaction with the consumers. In the healthcare industry, patients want to be heard and have their questions answered. Brand stories should provoke conversation and companies should be reacting to those conversations 365 days a year. Marketers have an exciting opportunity to take advantage of this open stream of communication to help them refresh their story and re-engage their audience.
What else do you find helpful in your healthcare company’s brand story? Please leave your comments below.
About the author
Lexie Carbone was formerly an Associate Consultant at SmartBug Media. Read more articles by Lexie Carbone.