Sometimes in healthcare advertising it can be easy to get bogged down in statistics. Healthcare is full of science and numbers, so it can be tempting to make them the focus of your message. Numbers and rankings are certainly important, they can’t be the only content in your message.
People don’t form emotional connections with a logical arguments and statistics. They relate to other people. So instead of talking about your hospital and its accomplishments, tell a great story. Giving people a story to relate to will help them create a deeper connection with your brand than any logical argument you lay out.
So how do you create a story that people will care about? Recently, I came across a TED Talk by filmmaker Andrew Stanton, in which he lays out the ingredients to a great story. If you have a few minutes to yourself, or are looking for some inspiration, I’d recommend watching it. One quote from his talk stayed with me:
“Use what you know. Draw from it. It doesn’t always mean plot or fact. It means capturing a truth from your experiences. Expressing values you personally feel deep down to your core.”
Remember: Humans look to create connections. If you can show that you relate in values, emotions and experiences, your message will move your audience.