Are You Losing Business Because of a Bad ABOUT US Page?

Does the “About Us” page on your website clearly identify what your company, practice or hospital does? Does it explain why your readers need you, your products or services? No? Then you are losing business. Getting your About Us page right is important because, if you check your stats, you’ll see it is one of […]

Hospital Advertising: Obscenely Effective Video Boosts Organ Donors

This is not your typical video role model. You may not like it at all. But hospital advertising can steal strategy and creative ideas from this unorthodox (and somewhat rude) marketing gem. This little film blasts through clutter and makes an overly-familiar message standout in an entirely new way.   The visual story of Coleman […]

Pixar’s Magic: Storytelling is a Doctor’s Strongest Medicine

[Series installment.] Telling a meaningful story in—one that captures the imagination and interest of a patient—is best done face-to-face. Storytelling in healthcare requires preparation and practice, but the payoff is greater case acceptance, better compliance, and best of all, improved outcomes. One example: It’s standard procedure at particular specialist’s office to present the patient with […]

Storytelling Enhances Content, Connections and Compliance

A highly successful internist we know frequently enhances his doctor-patient encounters with low-key, casual (but purposeful) chitchat. It turns out that the friendly anecdotes always have a useful healthcare punch line. He skillfully brings home a vital clinical lesson or advice wrapped in an interesting, disarming and personable story. “Doctor Bill,” our internist friend, polished […]

6 Secrets: Making Your Hospital Storytelling Great

Every contemporary textbook about hospital and healthcare marketing deserves a robust chapter about the art of storytelling. Nearly everything that professional communicators do involves telling a compelling story, usually with the goal of engaging an audience and inspiring an action. From a one-to-one conversation between doctor and patient, to the focused interests of a social […]

6 Tips for Doctors: How a Good Story Can Enhance Outcomes

Not long ago a colleague of mine met separately with two different doctors about the continuing sciatica pain they were experiencing. The first doctor quickly produced a ready-made patient instruction sheet, commenting (every-so-briefly) about the benefits of weight loss, diet and exercise. (It was a minimalist “do-this-and-call-me” message that had no sticking power, and the message all […]

Storytelling: Give Your Medical Office a Narrative Voice

The simple fact is that the art of storytelling is a powerful tool in healthcare marketing. In broadcast or print advertising for example, a good-health storyline is often the message fabric that engages and attracts new patients. Storytelling is common and easy to spot in external communications, but sadly, it’s underutilized (or forgotten) inside the […]

You’re Going to Love Innovative Adobe Voice: Healthcare Storytelling Made Easy

In the time it takes to read this post, every doctor, administrator and healthcare communications pro will have a mental list of a dozen ways to “explain things” using Adobe’s innovative new iPad app, Voice. It’s an easy to use, “storytelling” tool for creating engaging and informative “explainers” –animated multimedia videos–in minutes. And it just […]

Neurochemistry and the Art and Science of Storytelling

[Series Article] Studies reveal hard science data behind why the sometimes fanciful, sometimes fictional art of storytelling is highly effective as a communications tool. In healthcare marketing, storytelling is growing in popularity from doctor-patient conversations to branding messages. Of all the stories in the world, there’s one—The Story of Storytelling—where “Once upon a time…” doesn’t […]

Animation: Captivating a Medical Marketing Audience

A message presented through animation captures attention, explains with clarity and often entertains. For certain situations, healthcare and hospital marketing can employ this unique creative approach to effective engagement and communications online. Guest Post by Dr. Manroop Takhar Let’s face it, communicating in the science-based world of medical marketing can sometimes be dry, clinical and […]