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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.

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2nd June 2016



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