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10
March
2016
Story Telling in Life Science Marketing
3 Reasons Why Storytelling is Effective for Life Science Marketing
Posted By Sudeep Banerjee
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“Storytelling” is the new buzzword in the marketing world today. As a life science marketer, you may be wondering whether storytelling would be of any use to you. Well, storytelling is a powerful means of marketing your brand/products/services, and tapping into its potential would definitely be rewarding for you. The rewards would come in the form of increased ROI. So, why is storytelling such an effective marketing tool that you should consider using it?

Here are the factors that make storytelling so powerful:

1. Storytelling wins over videos and more

In a video blog post at Vidyard, it has been explained that why it’s better to put effort into development of stories instead of investing resources in highly produced videos.

This is applicable for more than just videos. Find out where you are investing effort and time in high touch production, which may be invested in a better way by developing helpful content. Would it really be worth designing a customized email header for trade shows? Are there ways to use your designers’ skills that serve your customers better? Why not develop something that a customer would find valuable and would hold on to? That’s the job of content marketing. If something does not serve your customers, no need to do it.

2. People have a “natural greed” for stories

The author of “The Storytelling Animal: How Stories Make Us Human”, Jonathan Gottschall, penned down two posts for “Fast Company”. “The Science of Storytelling: How Narrative Cuts Through Distraction Like Nothing Else” illustrates how stories capture our attention so easily. It also explains the phenomenon occurring in our brain at the time when we are engrossed in a story.

Though our mind wanders naturally at times when we are not occupied by any serious task, however, a good story can capture our mind for hours. Science uncovers that when reading a good story, we imagine ourselves to be in its center. In case we identify with the story’s protagonist strongly in any way, we would feel what the protagonist feels.

As a marketer, your takeaway is creating a story where your customer sees himself as the hero.

3. Good stories change the hormone levels

It was said by Tolstoy that good art influences the readers with the ideas and emotions of the storyteller. This is quite true. A story has the ability to change the hormone levels in blood.

The second post of Jonathan Gottschall, “Infecting An Audience: Why Great Stories Spread”, emphasizes how stories have the ability to transfer emotions and ideas to the readers in a better way than a direct approach.

Although most content marketers know this, but still it’s worth repeating. You can’t move your audience by telling them what to think, and when it comes to scientists as your audience, they are particularly resistant to getting influenced by this method. Hamid Ghanadan states this clearly in his book “Persuading Scientists: Marketing to the World’s Most Skeptical Audience”.

Stories that let readers experience the ideas and emotions of someone, can bring changes in their thinking.

These reasons are good enough for you to integrate storytelling into your life science marketing plan. However, the storytelling must be done effectively to drive leads, sales and revenues.

B3NET Bio can help you craft that excellent content marketing plan, focusing on storytelling, that boosts your ROI. Since we are a specialized bioscience marketing agency, we can design content marketing strategies tailored to your life science company.

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