In healthcare marketing, understanding the pivotal role emotions play is key. Recent Gallup research reveals that 70% of purchasing decisions are emotionally driven, a revelation that has transformed consumer connections for CPG brands.
🏥 Healthcare Nuances:
Healthcare requires a nuanced approach. Patients have deep connections with conditions, and the decision-making process involves substantial behavior changes. Shifting from “marketing” to “storytelling” is crucial, as per a 2022 study in the International Journal of Pharmaceutical and Healthcare Marketing.
🌐 Collaborate with Content Creators:
Engage with creators or influencers on social media to connect with patients empathetically. By sharing authentic experiences, brands empower others, fostering the distribution of medically sound information.
📊 Potent Information Channels:
Social media is a potent source of health information. A 2022 study reveals that “nearly 1 in 5 Americans trust health influencers more than medical professionals,” emphasizing the need for accurate and positive health content.
🤝 Partnering for Accuracy:
Partner with influencers to elevate medically sound information. While laborious, this process ensures communities receive accurate information, supporting their health journeys.
🎙️ Longer-Form Content for Nuanced Education:
In healthcare, longer-form content, such as podcasts and documentaries, is crucial for nuanced education. This approach, reliant on strong storytelling, addresses the varied experiences in healthcare journeys.
⏰ Time Constraints on Physicians:
With physicians strapped for time, long-form content supplements patient knowledge. The need is highlighted by research indicating physicians would need more than 24 hours a day to provide recommended care.
🌍 Cultural Relevance in Healthcare Stories:
Demonstrate cultural relevance in healthcare stories to reach diverse populations. Collaborate with creative studios to accurately represent diverse experiences and build trust for informed health decisions.
📖 Storytelling as a Connection Tool:
In health, storytelling is a unique opportunity to “speak with” people, treating them as humans with complexity. Shifting from marketing to storytelling can improve overall outcomes.