Please login to the form below

Using storytelling as a medium for HCP engagement

Use storytelling as a way to create HCP engagement by targeting the hopes and dreams of a local health economy.

Throughout the ages, the clearest and most poignant messages have been delivered through storytelling. From the moral guidance of our childhood fairytales to the slick narrative of a well-known car commercial, the beginning-middle-end format is a device that taps into the human brain in a way mere facts and figures cannot. In short, stories help us to remember.
For pharmaceutical companies, the importance of ‘getting the message across’ to healthcare professionals (HCPs) can’t be stressed highly enough. In a world of mixed messages, uncertainty and easily-accessible false information, HCP engagement is vital to ensure your customers know and understand your products and services. Even the most highly qualified HCP is human first, with the same hopes, desires and dreams s/he have for their career. It’s this fact that makes storytelling such a valuable way of educating them.remember. 

Fight through the noise

Every dedicated HCP wants the public to be well-informed on medical matters. In days long gone, the local doctor was the single source of information for communities, and s/he was free to share knowledge without interruption. In 2016, however, patients can pretty much diagnose themselves. Information can be accessed from a multitude of online sources.How, then, do you make your information more accessible? The obvious answer is to be ‘louder’, and nowadays this means having a stronger online presence. ‘Louder’ is not better, engaging HCPs online can be daunting, but with insights from their behaviours and social media listening, pharma can develop successful strategies based on informed decision making and a genuine understanding of what HCPs need, consequently increasing the usefulness of your content and making it more accessible. 

Be memorable

Another, more poignant approach is to be memorable, try considering the most effective messages in your own life. As a child, you took moral guidance from fairytales and fables. As an adult, you will be moved to action by anecdotal evidence, ‘true story’ films and case studies. In each case, the ‘beginning-middle-end’ format finds an easy route to the brain. Stories are so much easier to digest than ‘data’.As you’d expect, however, the great communicators of our time are well versed in storytelling techniques, whether it’s obvious or not. The secret to a good story, though, remains the same today as it always has been – regardless of the media used to broadcast it.

To read the remainder of this post, please visit:

2nd June 2016



Company Details


+44 (0) 161 818 8399

Contact Website

4th Floor, Churchgate House
56, Oxford Street
M1 6EU
United Kingdom

Latest content on this profile

We need to be better for mental health sufferers
In support of World Mental Health Day, Manchester-based health communications agency, COUCH, is calling out for the industry to do more and to be better for those who need help in this area.
Improving medication adherence by increasing health literacy
Health literacy and therapy adherence are interlinked. Improving health literacy involves removing barriers that prevent patients’ medical understanding.
What pharma marketers can learn from behavioural science
Pharma behavioural science and traditional emotional marketing create a powerful mix of techniques that have impact on real lives.
Health knowledge: Why is it so important?
Health knowledge plays an important role in population health, but by itself is rarely enough to prompt a change in the behaviours that cause the risks.
COUCH study finds almost half of patients skip medication
Young people and less educated among those with less understanding of their health condition, according to UK-wide survey
Does a lack of understanding of human behaviour affect healthcare?
Only by synthesising research across multiple disciplines can we truly understand how to effect patient behaviour change