Patient Storytelling Marketing Creativity vs. Truth in Pharma Advertising
“Engaging consumers through the art of storytelling can enhance a brand’s strategy more effectively,” says Ash Rishi, Co-Founder and Managing Director of COUCH. “Data gives credibility, but stories provide truth.”
These days, patient storytelling is all the rage. More often than not, however, patient stories told by pharma marketers are not “providing truth” in the sense that they are real patient stories. It seems that there is a difference in opinion as to what the “truth” is.
Social media and patient stories are a “match made in heaven” and several pharma marketers are using social media to listen to REAL patient stories and to leverage those stories to help motivate other patients. In the process, of course, they also enhance the image of their brands.
Topics include (partial list):
- Cannes Lions Health Awards Tells the Story: Cate vs. Cathy
- ePatients vs. fPatients
- Truth Trumps Creativity
- Brand-Centric vs. Patient-Centric
- By the Patient, for the Patient
- Can You Be Too “Patient-Centric?”
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Issue: Vol. 13, No. 7: August 2014