Three Ways to Tell Your Story in Healthcare Marketing


In order to create the most influence with our audience and stand out from the competition, healthcare marketing needs to start creating emotional connections between our audience and our brands.

Storytelling doesn’t come naturally to those of us who market healthcare. For whatever reason, we can’t get out of the “look at me” mindset enough to figure out what our brand’s story is. The fact is every brand has a story to tell, even in our industry. It’s just a matter of figuring out what yours is.

According to Forbes contributor Susan Gunelius in “5 Secrets to Use Storytelling for Brand Marketing Success,”- 
“the best brand storytellers understand the critical elements of fiction writing, which are skills few marketers have been formally trained to do.”
You may not think your healthcare brand has an interesting story, but you can tell it in a compelling way. If you struggle with what your story is, here are three types of stories that just may spark an idea for you.

  1. Employee stories. These can be about how successful one of your healthcare employees is, how they go their job, what they do in their spare time or why they wanted to work for your company. Whatever the angle, this type of narrative gives your healthcare brand a human face and communicates similar interests, struggles and victories your employees have with your healthcare audience.
  2. Patient stories. Let your patients tell your story. How have you helped them? Why did they choose your healthcare organization over your competition? Patient stores are like mini case studies and can be very powerful in connecting with your audience.
  3. Brand stories. If you aren’t telling your brand story in a compelling way, then you aren’t standing out among the competition. Your brand story should tell about all that you are and all that you do.

A great example of a hospital that is emotionally connecting with its audience is Minnesota Children’s Hospital. Two of the nurses had an idea to feature their patients in a video that would give them something to look back on, when they were hopefully cancer free. What resulted was the Brave video that went viral, with over 850,000 YouTube views.

The most memorable stories have real characters people can relate to, who draw our attention or elicit an emotional response. Kids with cancer certainly do that. As do the people taking care of them. Make sure the storytelling you do is engaging, emotional and creative.

AcrobatAnt Healthcare Marketing & Advertising
1336 East 15th Street
Tulsa, OK

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