Lead with emotion. Anyone can make a social media post, but not everyone can produce a successful campaign. And the key to this success is trust.
People are hardwired to respond to stories and an emotional journey — the human aspect. So, whenever you can tell a story, do it.
A graphic is simply another static image if you don’t pack it full of sentiment. This explains why patient testimonials and video footage resonate with viewers. When patients can hear first-hand experiences and see real people, they can sense the vulnerability and authenticity of your message. And, they’re able to visualize themselves in your care.
Lean into testimonials whenever possible. They hold more weight than most other marketing techniques.
Another key component to remember when creating marketing media is the “customer experience.” When seeking medical help, the patient’s experience begins long before the treatment stage. You need to look at the bigger picture.
Start by addressing how to prevent health problems, then move to the process of diagnosis, and round out your marketing timeline with after-treatment messaging. By encompassing the entire health journey process, you’ll not only reach a wider audience, but also make your audience feel heard.