One of the most powerful activities in human history is storytelling; ever since humanity sat by the fireside and wove fanciful tales of the flickering embers, we have been drawn to the power of narrative.
In the world of pharmaceutical marketing, the power of a strong, compelling narrative can never be understated.
Many small pharmaceutical companies, local pharmacies and small medical practices survive and thrive not only on the services they provide but on the way they convey the complexities of how medical treatments work in a way that everyone can understand.
To understand why narrative is so important, it is essential to cover why it matters in marketing, some of the most effective approaches and techniques, as well as how to balance this against an authoritative, honest approach to medicine.
Why Does Your Personal Story Matter As A Pharmacy?
People often underestimate the power that their own story has as a way to convert visitors to your website into potential customers, and a pharmacy is no exception.
Whilst clearly signposting your services, products, and important sales information always takes priority, your story as a pharmacist, doctor or medicine manufacturer often highlights the authority you have and how you approach the field of medicine.
Your credentials are essential to operate your pharmacy, but your story will explain why you are here, your attitude when it comes to treating patients and your overall values and personality.
As long as you have an understanding of what you want your visitors to learn about you through storytelling, you can tailor your personal narrative around your business needs, as long as it is honest, consistent and relevant.
What Is The Best Marketing Tactic In The Pharmaceutical Sector?
There are a lot of tactics that will engage audiences, from choosing certain designs for medicine boxes, a colour scheme that emphasises calm, relaxation and safety, and writing descriptions of your services that are clear, concise and easily understood.
Every pharmacy will have a different catchment area and thus will need to tailor their approach to their potential customers, but one of the most effective tactics is anthropomorphism and humanisation.
The field of medicine is incredibly complex, and it is not always intuitively clear what a particular medicine does to help treat a patient, which can create uncertainty which causes hesitancy and can affect adherence to medical prescriptions.
One powerful tool that can help with this is humanisation, which, whilst often associated with Osmosis Jones-style cartoon mascots, can also be seen in the ways in which we talk about certain medications.
For example, non-steroidal anti-inflammatory drugs are often described as “painkillers”, which “kick in” to “soothe pain”.
These terms imply that medications actively help to fight ailments, conditions and disease, which creates an emotional connection between the medication, the consumer and, in some cases, the prescriber.
How Do You Balance Authority With Storytelling?
Of course, the power of storytelling must also be tempered with an authoritative approach to your marketing.
It is important to ensure that, when using humanisation and more simplistic metaphors for the effects of medication, you do not create unrealistic expectations or imply that your medications work in a different way than reality.
The principle of informed consent relies on patients clearly understanding what they are taking, knowing at least on a rudimentary level how they work and the potential for side effects and adverse reactions.