Why is storytelling important for engagements

Humans have been communicating using stories for thousands of years. Historically speaking, stories were used by our ancestors to teach their children about possible dangers. Those narratives had eventually shaped how humans communicate and learn. Hence, humans naturally are more inclined to seek and pay special attention to the narratives around us.

Fast-forwarding to the modern era, humans still utilize stories to make proper sense of the world – making up half of our conversations & entertainment.

Fun Fact: Did you know that storytelling actually creates a connection between the listener and the speaker by releasing oxytocin in our brains? This causes us to care, empathize and relate with others.

How can storytelling enhance customer engagements?

First of all, let us be clear on how we define storytelling.

Storytelling, a key factor in improving HCP engagements, plays an extremely important role in uniting your brand with HCPs & Patients as well. Your audiences are more likely to engage with messages which resonate with them or trigger emotional responses.

drcom’s storytelling expertise is also essential in brand building, helping your audiences to remember your key messages and know your brand better. It also ensures that your brand has the ‘top of the mind’ awareness.

Remember, some HCPs are facing digital fatigue due to a lack of time combined with multiple requests by the various pharmaceuticals to connect & engage with them. Integrating storytelling will make your brand & campaigns stand-out and reduce digital fatigue!

How to implement storytelling

Before we jump right into the various methods of implementing storytelling, we’ll highly recommend to conduct a survey on what type(s) of content your audiences are willing to read & view and which channel(s) do they prefer. As the saying goes: “If you fail to plan, you plan to fail”.

Here are some common methods:

• Creative Medical Copywriting: Resonating medical facts & key messages with common topics / Using the right amount of puns to sound witty. All these, without distorting any medical facts.

• Creative Visuals: A picture speaks a thousand words. Refrain from using stock images when possible to ensure that there’s originality. This will help your engagements stand-out!

• Telling a Personal Story: Few things are as captivating as personal stories, especially those of triumph over adversity.

• Creating a Suspense: Feeding the optimal amount of hints to get your audience curious, engaged longer, and wanting more.

• Building up to a ‘S.T.A.R’ moment: Similar to a climax, a ‘S.T.A.R’ moment is ‘Something They’ll Always Remember’ event which is so dramatic that your audience will still be talking about it weeks later.

These are just some of the proven methods that were mentioned in this article. Customization is needed as certain methods are better suited for certain contexts.

We hope that you’ve enjoyed this snippet on how & why storytelling is important for engagements. We do have a lot more to share, but it’ll be better to bring this to a private discussion to discuss your specific needs.