Why Pharma Marketers Should Embrace the Power of Medical Storytelling
Humans have transferred knowledge through stories for thousands of years, as evidenced in everything from prehistoric drawings on cave walls to modern news reports across our many screens. Most of the important learning moments we experience throughout life—especially those that challenge how we think and behave—are delivered via compelling stories.
Yet for years in the pharmaceutical industry, the word “storytelling” has often sounded gimmicky to many. The inference of characters, narratives, and plots may feel far distant from the clinical data and scientific evidence that underpin drug development and commercialization. But rather than being skeptical about storytelling, pharmaceutical companies should embrace it, as it has proven to not only be an effective communication strategy but also a powerful way to change behaviors.
So, if storytelling is so basic and essential, why do we continue to sentence our audiences to “death by PowerPoint” when we share new information in medical education? There is a reason TED talks are so effective, and most PowerPoint presentations are not. TED speakers deliver concise, compelling narratives to convey their ideas.
Every day, commercial and medical teams attempt to shine a light on novel scientific discoveries or new trial data, but awareness alone seldom prompts action, especially at a time of mounting pressure on our healthcare systems when we expect healthcare professionals (HCPs) and their patients to make clear and informed decisions.
Why Our Brains Love Storytelling
Evidence shows that storytelling stimulates a strong neurological response.
Paul Zak, a renowned economist and psychologist at Claremont Graduate University, has demonstrated that our brains produce cortisol during tense moments in a story, which allows us to focus, while joyful moments stimulate the release of oxytocin, which promotes connection and empathy. Other neurological research indicates that a happy ending to a story triggers the limbic system, our brain’s reward center, to release dopamine that makes us feel more hopeful and optimistic.
Empathy is particularly important because it allows us to understand how others are likely to react to a particular situation. Zak has postulated that the oxytocin system can be channeled to motivate people to engage in cooperative behaviors. In a landmark study, he evaluated whether narratives shot on video, rather than face-to-face interactions, would cause the brain to produce oxytocin.
By analyzing blood samples drawn before and after exposure to the narrative, he found that character-driven stories consistently promote oxytocin synthesis.
In subsequent studies, Zak deepened our understanding of why stories motivate behaviors of voluntary cooperation. He discovered that to motivate a desire to help others, a story must first sustain attention—a scarce resource in the brain—by developing tension during the narrative. If the story is able to create that tension, then it is likely that attentive viewers or listeners will come to share the emotions of the characters in it, and after it ends, will likely continue mimicking the feelings and behaviors of those characters.
These findings hold relevance for the pharmaceutical industry. For instance, Zak’s research shows that character-driven stories with emotional perspective result in a better understanding of the key points a speaker wishes to make and enable better recall of these points later.
In terms of impact, this approach blows the standard PowerPoint presentation to pieces.
Zak advises marketers to begin every presentation with a compelling, human-scale story.
Why should HCPs care about the new drug you are launching? How will it improve their patients’ lives? These are key factors that make new information persuasive and memorable.
Often, when we describe new concepts or launch new products, we tend to overexplain—sometimes out of an overabundance of caution, to be sure—but usually because we lack focused messaging. This often translates into a data dump of prescribing information and trial results, which are, of course, important and necessary information, but when it dominates the product narrative and its intrinsic value proposition, such information becomes overwhelming and practically impossible to recall after being presented.
What if we were to focus instead on the key behaviors and associated beliefs we are trying to change? Then take some creative lessons from the film industry to design the most concise and compelling story to change those beliefs and behaviors. We can still incorporate key trial data and prescribing information as supporting evidence, but the main focus should be on your medical story—a narrative HCPs will remember and that will compel them to behave differently as a result of being exposed to it.
Winning Hearts and Minds: The Power of Medical Storytelling
Life unfolds in the narratives we share with one another. A story can go where data cannot: to the heart. Clinical trial results can instill confidence and persuade HCPs, but they do not compel them to change behaviors, nor do they inspire them to act. To stimulate behavior change, you need to wrap your brand strategy in a medical story that wins hearts and minds.
So, as you prepare your next presentation, candidly consider whether it is truly a “killer narrative” or just another “death by PowerPoint.” What are the key beliefs and behaviors you aim to affect? Identifying what you are truly trying to achieve can help you craft a compelling, compliant, and impactful medical story that appeals to your audience, sticks in their memory, and inspires them to think and ultimately act differently.
Elevate Your Marketing Strategy with Medical Storytelling Expertise
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As pioneers in medical storytelling, we understand the power of narrative in transforming how healthcare professionals perceive and engage with your brand. Our proven approach combines cutting-edge science with creative storytelling techniques to craft narratives that resonate deeply with your audience, inspiring action and driving real results. If you're ready to revolutionize your pharmaceutical marketing strategy and unlock new levels of success, contact Avant today. Let's tell your brand's story like never before.