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19. 05. 2015

How to use storytelling to enhance your healthcare content?

There are many skills that every business owner should have, such as communication skills, negotiation skills, leadership skills and so on. However, there is one more skill that most of us ignore, but which is very important to interact with your customers. This skill is called storytelling. The reason is that great stores create great content, which in turn create great marketing. Today we are going to tell you why and how you should use storytelling to enhance your healthcare content.




5 reasons to use storytelling in healthcare content

1. Create connections

Everybody like stories and everybody have their own stories. If you have a healthcare business, it is better for you to share your stories with your potential customers, which will be an easier way for you to interact with them. Especially, when some patients are connected to a specific hospital or medical center, it is easier to build trust with the help of storytelling with such patients.

2. Increase engagement

Storytelling has another great benefit for your marketing campaign. When you post an interesting story, people get impressed by it, and the probability that they will comment or engage in discussions, increases. As a result, your content can become much more visible. It is a great chance for your company, as we all know how difficult it is nowadays to become visible, as there are many other things that catch people’s attention.

3. Create memorable content

I am more than sure that almost all of your patients read a lot of articles during a day concerning their health, but they hardly remember most of them. In order to be memorable, storytelling is a great thing to use, as it remains in people’s mind for a long time. In addition, it will help your patients to create associations, which will help them remember important things. For example, if you share an article related to specific disease and bring examples of how people can fight against it, it will definitely stay in their minds.

4. Increase shares

Another important reason to use storytelling is because when people read something attractive and important, they tend to share such content with their online friends. As a result, your content will reach other people, with the help of your patient's’ networks and your hospital or healthcare company will become more famous.

5. Increase loyalty

When people like what they read in your website, the probability that they will return to your website in order to find something else useful is really high. And if you have fresh content every day, people will always check your website and will keep informed. So, when you use storytelling, it can help you increase the loyalty of your patients.


3 ways to use storytelling

1. Tell real stories of your patients

One of the most useful and effective ways to use storytelling is to tell the real stories of your patients. It is a great way for you to tell how your patients fought with their diseases and how they succeeded. Storytelling like this has 2 major advantages: first of all, it creates emotions among other people and we all know that emotions are memorable forever. Secondly, it will help you promote your healthcare company, as you will show how you helped your patients to become healthy and fight diseases.

2. Put your readers in a situation

If you don’t have some real stories, because of the fact that you are new in this industry, there is another way to use storytelling. For example, you can put your readers in some situations in order to make them understand things more clearly. For example, if you want to promote a skin care product, try to describe such situation, where people need these kind of products. This kind of storytelling will make people feel that they are in that situation, and it will be much easier for you to impress them.

3. Create characters

Another great way to use storytelling is to create some characters. This can be useful when you don’t have stories to tell, or you don’t want your patients to put in different situations. In this case, you can create a character, let’s say John, and bring all kind of examples on this character. This will help you create memorable content but at the same time keep the negative thoughts away from  your potential customers.

So, here are the main reasons why your healthcare business needs storytelling and how you can use it in practice. Do you have other ideas of using storytelling in healthcare businesses? Please share them with us in the comments below.

Here is another article you might like: 3 ways your content marketing can create brand evangelists

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Sona Hovhannisyan
Sona is the story-maker of Incredo. With her great writing skills and intellectual information processing she makes the best content for best audience. She is very punctual in everything she does. She has a strong writing experience with MBA degree. Because of her articles, thousands of clients are becoming more informed about different issues in different industries.
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