Want Medical Education That Moves Audiences?
Medical storytelling differentiates your key messages by framing them into a narrative that is both compelling and compliant. It elevates data-driven content from informative to transformative – engaging, educating, and ultimately changing behavior.Understand the science behind why storytelling creates a bigger impact than...Inspiring Healthcare Professionals to Action: Changing Behaviors Through Medical Storytelling
Storytelling may seem like an antiquated tool in modern times, which is exactly what makes it so powerful. How? Life unfolds in the narratives we share with each other. A great story can go where quantitative analysis often cannot: straight to the heart. Clinical trial data can instill confidence and persuade healthcare...
Understanding HCP Behavior to Tell Better Medical Stories
As healthcare marketers, we know crafting compelling stories can help change healthcare professionals’ behaviors and that changing those behaviors is crucially important to accomplishing our customers’ goals—but how do we know which behaviors to target? And how do we actually influence behaviors? To tackle these...
Complex Data: Can You Visualize Such a Thing?
How many times have you created or received presentations with an abundance of bulleted text and endless charts? Although well intended, the main idea and message can get lost in translation—or worse, bore the audience into disengaging. (more…)
It’s About the Step Before the Step
Think about creating a “good story” for disease state education or sharing your brand’s value proposition. How do you approach it?We likely jump to thinking about how to create a hook: an interesting, engaging story customers will want to hear. But how often do we begin with the end in mind? Instead of focusing on the behavior we...
Key Principles of the Communication of Science
Peer-to-peer communication remains a staple of the medical education environment. There is inherent value in healthcare practitioners (HCPs) speaking to other HCPs in order to share, debate, and ultimately compel action that delivers improvements in patient care—the single most important objective for HCPs. (more…)
HCP Audiences: Telling Medical Stories that Matter
We learn from an early age that stories are a great way to learn. As children, we ask our parents to tell us stories. As we go through school, we typically remember some of our best teachers who taught us through stories. Many of the important learning moments we experience throughout our life, especially those that have challenged...