{"id":1871,"date":"2023-11-09T11:38:23","date_gmt":"2023-11-09T04:38:23","guid":{"rendered":"https:\/\/international.binus.ac.id\/communications\/?p=1871"},"modified":"2023-11-20T15:47:48","modified_gmt":"2023-11-20T08:47:48","slug":"the-power-of-storytelling-making-storytelling-content-for-healthcare-marketing","status":"publish","type":"post","link":"https:\/\/international.binus.ac.id\/communications\/2023\/11\/09\/the-power-of-storytelling-making-storytelling-content-for-healthcare-marketing\/","title":{"rendered":"The power of storytelling: Making storytelling content for healthcare marketing"},"content":{"rendered":"<h3 style=\"text-align: justify\">Main takeaways<\/h3>\n<ul>\n<li>Storytelling has been widely used for content making especially in the context of promoting products.<\/li>\n<li>In healthcare marketing, storytelling can help patients connect with healthcare providers on an emotional level.<\/li>\n<li>Healthcare workers or Public relations officers of any health institution need to understand how to create content with a compelling story that touches the heart of their audience.<\/li>\n<li>Six questions to answer before making content are\n<ul>\n<li><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">What are your goals?<\/span><\/li>\n<li><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">What is your Key Performance Index (KPI)?<\/span><\/li>\n<li><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">What person(a) do you want to show?<\/span><\/li>\n<li><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">What type of audience do you target?<\/span><\/li>\n<li><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Who are your competitors?<\/span><\/li>\n<li><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">What are your content theme and pillars?<\/span><\/li>\n<\/ul>\n<\/li>\n<li>One of the marketing models that can be implemented to create storytelling content is AIDA (Attention, Interest, Desire, Action).<\/li>\n<\/ul>\n<h3 style=\"text-align: left\">What is storytelling?<\/h3>\n<p style=\"text-align: justify\"><a href=\"https:\/\/dictionary.cambridge.org\/dictionary\/english\/storytelling#google_vignette\">Cambridge Dictionary Online<\/a> defines storytelling as &#8220;the\u00a0activity\u00a0of writing,\u00a0telling, or\u00a0reading\u00a0stories&#8221;. In the last decade, storytelling has been widely used for content making especially in the context of promoting products.\u00a0Storytelling in content marketing refers to the use of narrative techniques to communicate the brand message and engage with the target audience. Not just consumer goods, storytelling content is also powerful for promoting health information and products.<\/p>\n<h3 style=\"text-align: left\">Storytelling content for healthcare marketing<\/h3>\n<p style=\"text-align: justify\">Storytelling is a way to communicate a message through a narrative. In healthcare marketing, storytelling can help patients connect with healthcare providers on an emotional level. Patients want to feel heard, understood, and cared for. By sharing stories that resonate with patients, healthcare providers can build relationships and trust with their audience.<\/p>\n<p style=\"text-align: justify\">Storytelling for healthcare marketing is also powerful for promoting healthcare products in a more persuasive way. Selling drugs and healthcare services is not as easy as selling consumer goods as it needs to resonate with the consumers&#8217; needs and desires. Therefore, healthcare workers or Public relations officers of any health institution need to understand how to create content with a compelling story that touches the heart of their audience.<\/p>\n<h3 style=\"text-align: left\">Training on creating storytelling content for health marketing<\/h3>\n<p style=\"text-align: justify\">Two lecturers from the Communications Program, Binus University International were invited to be the facilitators in <strong><em>Pelatihan Storytelling, Video Pendek &amp; Fotografi untuk Konten Kesehatan<\/em><\/strong> (Training on Storytelling, Short Video, and Photography for Health Content) that was organized by <strong>Fotografi Medis Indonesia<\/strong> on 2 and 3 November 2023.<\/p>\n<table style=\"width: 100%;border-collapse: collapse;border-style: hidden\" border=\"1\">\n<tbody>\n<tr>\n<td style=\"width: 33.3333%\"><a href=\"http:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.53-AM.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-1966\" src=\"http:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.53-AM-640x853.jpeg\" alt=\"\" width=\"640\" height=\"853\" srcset=\"https:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.53-AM-640x853.jpeg 640w, https:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.53-AM-1152x1536.jpeg 1152w, https:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.53-AM-480x640.jpeg 480w, https:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.53-AM-768x1024.jpeg 768w, https:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.53-AM-1024x1365.jpeg 1024w, https:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.53-AM.jpeg 1200w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/a><\/td>\n<td style=\"width: 33.3333%\"><a href=\"http:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.54-AM.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-1967\" src=\"http:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.54-AM-640x853.jpeg\" alt=\"\" width=\"640\" height=\"853\" srcset=\"https:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.54-AM-640x853.jpeg 640w, https:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.54-AM-1152x1536.jpeg 1152w, https:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.54-AM-480x640.jpeg 480w, https:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.54-AM-768x1024.jpeg 768w, https:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.54-AM-1024x1365.jpeg 1024w, https:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.54-AM.jpeg 1200w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/a><\/td>\n<td style=\"width: 33.3333%\"><a href=\"http:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.55-AM-1.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-1968\" src=\"http:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.55-AM-1-640x853.jpeg\" alt=\"\" width=\"640\" height=\"853\" srcset=\"https:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.55-AM-1-640x853.jpeg 640w, https:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.55-AM-1-1152x1536.jpeg 1152w, https:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.55-AM-1-480x640.jpeg 480w, https:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.55-AM-1-768x1024.jpeg 768w, https:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.55-AM-1-1024x1365.jpeg 1024w, https:\/\/international.binus.ac.id\/communications\/files\/2023\/11\/WhatsApp-Image-2023-11-09-at-11.26.55-AM-1.jpeg 1200w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/a><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p style=\"text-align: justify\">The two lecturers are Dian Ayuria Sarwono and Lily El Ferawati, representing <strong>Binus International Content Lab. by Communications<\/strong>, who delivered the topic <strong>The Power of Storytelling<\/strong>.\u00a0Ms. Dian explained the uses of storytelling and the characters of good stories while Ms. Lily guided the participants in developing <span class=\"OYPEnA text-decoration-none text-strikethrough-none\">storytelling <\/span><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">for health content. For the introduction, Ms. Lily shared about what research says about storytelling and health content.\u00a0<\/span><\/p>\n<h3 style=\"text-align: left\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">What does research say about storytelling and health content?<\/span><\/h3>\n<ul style=\"text-align: justify\">\n<li><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">A study in Malaysia found that 75% of health information consumers believed the obtained online health information had either a minor or major impact on their health treatment decision-making (<\/span><a class=\"OYPEnA text-decoration-underline text-strikethrough-none\" href=\"https:\/\/www.ingentaconnect.com\/contentone\/asp\/asl\/2017\/00000023\/00000011\/art00024\" target=\"_blank\" rel=\"noopener\">Maon et al., 2017<\/a><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">).<\/span><\/li>\n<li><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">A cross-sectional study in Saudi Arabia identifies that 85% of the sample sought health information using social media; of whom 293 (78.3%) used WhatsApp, 237 (63.4%) used YouTube, and 46 (12.3%) used Facebook (<\/span><a class=\"OYPEnA text-decoration-underline text-strikethrough-none\" href=\"https:\/\/www.ncbi.nlm.nih.gov\/pmc\/articles\/PMC6969626\/\" target=\"_blank\" rel=\"noopener\">Marar et al., 2019<\/a><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">).<\/span><\/li>\n<li><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Narrative fidelity (relevance of stories to the audience\u2019s experience) had a positive effect on the audience\u2019s intention to adopt health information on social media (<\/span><a class=\"OYPEnA text-decoration-underline text-strikethrough-none\" href=\"https:\/\/journals.sagepub.com\/doi\/abs\/10.1177\/1833358318798742\" target=\"_blank\" rel=\"noopener\">Li et al., 2018<\/a><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">).<\/span><\/li>\n<li><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">One of the keys to successful health communication on social media is identifying narratives that reveal the needs, personal experiences, and questions of different subgroups to tailor messaging to produce targeted behavioral change (<\/span><a class=\"OYPEnA text-decoration-underline text-strikethrough-none\" href=\"https:\/\/www.jmir.org\/search?term=Anat%20Gesser-Edelsburg&amp;type=author&amp;precise=true\" target=\"_blank\" rel=\"noopener\">Anat Gesser-Edelsburg<\/a><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">, 2021).<\/span><\/li>\n<\/ul>\n<h3 style=\"text-align: left\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Questions to answer before making storytelling content<\/span><\/h3>\n<p style=\"text-align: justify\">Before making content for health marketing, the marketing team needs to understand the questions that can help them in developing storytelling content. In the training, Ms. Lily shares 6 questions to answer before making content.<\/p>\n<ul style=\"text-align: justify\">\n<li><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">What are your goals?<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify\"><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Whether for spreading awareness, increasing sales, or growing communities, the goal of marketing must be determined in the beginning. For example, if the hospital wants to promote its brand-new CT-scan equipment, obviously the goal would be directly to increase revenue by persuading more patients to choose the hospital for their service.\u00a0<\/span><\/p>\n<ul style=\"text-align: justify\">\n<li><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">What is your Key Performance Index (KPI)?<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify\">When marketing a product, especially on social media, a content specialist is guided by the Key Performance Index (KPI). The KPI could be expanding the content reach, increasing audience engagement, or achieving conversion. A content creator for a health institution should choose content KPI based on the goal.<\/p>\n<ul style=\"text-align: justify\">\n<li><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">What person(a) do you want to show?<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify\">Health Institutions usually present a professional or corporate look in their social media content. That is because health institution is seen as an authoritative persona. However, it is also good to present another persona that resonates with the service of the hospital. For example, a Kids Hospital might want to be seen as a friendly premise that can present a cheerful persona in their content. Knowing the content persona can assist the content creator in identifying the style of language and content delivery that fits their audience.<\/p>\n<ul style=\"text-align: justify\">\n<li><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">What type of audience do you target?<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify\">After determining the goal and the persona, a content specialist or a content marketer needs to identify the target audience for their content. It is important to know the age, gender, educational background, and economic income of the target audience to determine how the story is delivered in terms of language and style of delivery.<\/p>\n<ul style=\"text-align: justify\">\n<li><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Who are your competitors?<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify\">It is also important to identify the close competitor our our product or brand when creating content for health marketing. However, the competitors are not necessarily in a bad way. Competitors could be your fellow health workers in other hospitals or clinics or company partners who share the same market. Competitor analysis could be done by identifying their social media followers and following as well as the main theme of their content.<\/p>\n<ul style=\"text-align: justify\">\n<li><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">What are your content theme and pillars?<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify\">After learning the competitors&#8217; content theme, we can come up with our own content theme and choose the content pillars or the content categories for our social media page. These content pillars help health content creators to derive message ideas for their storytelling content.<\/p>\n<h3 style=\"text-align: left\">Storytelling structures for health marketing<\/h3>\n<p style=\"text-align: justify\">After the preparation is made, content ideas should be realized into storytelling content. One of the marketing models that can be implemented to create storytelling content is AIDA (Attention, Interest, Desire, Action). Here are the structures of storytelling content using the AIDA model.<\/p>\n<ul style=\"text-align: justify\">\n<li>Attention<\/li>\n<\/ul>\n<p style=\"text-align: justify\">The attention element in storytelling content comes in the form of HOOK. It is important to h<span class=\"OYPEnA text-decoration-none text-strikethrough-none\">ook your audience with a compelling story.\u00a0<\/span><\/p>\n<ul style=\"text-align: justify\">\n<li>Interest<\/li>\n<\/ul>\n<p style=\"text-align: justify\">The interest element in storytelling content presents a problem as a plot. <span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Keep the audience engaged with a compelling plot.\u00a0<\/span><\/p>\n<ul style=\"text-align: justify\">\n<li>Desire<\/li>\n<\/ul>\n<p style=\"text-align: justify\">After addressing the problem, your content must offer a solution to raise the audience&#8217;s desire. Therefore, it is important to c<span class=\"OYPEnA text-decoration-none text-strikethrough-none\">reate desire with emotional\/rational appeal.\u00a0<\/span><\/p>\n<ul style=\"text-align: justify\">\n<li>Action<\/li>\n<\/ul>\n<p style=\"text-align: justify\">Lastly, close the content with Call to Actions. <span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Encourage the audience to take action with a clear prompt.\u00a0<\/span><\/p>\n<p>To better understand the use of AIDA model in creating storytelling content for health marketing, here is the example.<\/p>\n<blockquote><p>You, a pediatrician, are asked to create content related to stunting in the context of National Nutrition Day, and at the same time, you are asked to promote the child health consultation services provided by the hospital you work for.<\/p>\n<p>After running competitor analysis and keyword research, it was decided that the topic of the content is &#8220;Pocket-friendly stunting prevention food&#8221; (<span class=\"OYPEnA text-decoration-none text-strikethrough-none\"><em>makanan pencegah stunting yang ramah di kantong<\/em>)<\/span><\/p>\n<p>Here is the example of the storytelling copy in Bahasa Indonesia<\/p><\/blockquote>\n<table style=\"border-collapse: collapse;width: 86.3558%;height: 96px\" border=\"1\">\n<tbody>\n<tr style=\"height: 24px\">\n<td style=\"width: 15.1158%;height: 24px\">Attention<\/td>\n<td style=\"width: 26.5508%;height: 24px\">Hook + Intro<\/td>\n<td style=\"width: 69.5957%;height: 24px\"><em><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Apa iya makanan pencegah stunting harus mahal? Ini dia 5 makanan pencegah stunting yang ramah di kantong<\/span><\/em><\/td>\n<\/tr>\n<tr style=\"height: 24px\">\n<td style=\"width: 15.1158%;height: 24px\">Interest<\/td>\n<td style=\"width: 26.5508%;height: 24px\">Problem as plot<\/td>\n<td style=\"width: 69.5957%;height: 24px\"><em><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Ibu-ibu dan bapak-bapak peduli anak bebas stunting pasti sering mendengar atau melihat konten yang membagikan tips makanan pencegah stunting lalu berpikir \u201ckok, makanan mahal semua ya?\u201d \u201cWah harus sedia budget berapa untuk mencegah anak supaya tidak stunting?\u201d<\/span><\/em><\/td>\n<\/tr>\n<tr style=\"height: 24px\">\n<td style=\"width: 15.1158%;height: 24px\">Desire<\/td>\n<td style=\"width: 26.5508%;height: 24px\">Appeal with a solution<\/td>\n<td style=\"width: 69.5957%;height: 24px\"><em><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Sebenarnya, makanan pencegah stunting itu tidak harus mahal. Bahan makanannya juga mudah ditemukan di sekitar kita kok. Pertama, &#8230;. Kedua, &#8230;. Ketiga, &#8230;. Selanjutnya, &#8230;. Dan yang terakhir &#8230;.<\/span><\/em><\/td>\n<\/tr>\n<tr style=\"height: 24px\">\n<td style=\"width: 15.1158%;height: 24px\">Action<\/td>\n<td style=\"width: 26.5508%;height: 24px\">Call to Action<\/td>\n<td style=\"width: 69.5957%;height: 24px\"><em><span class=\"OYPEnA text-decoration-none text-strikethrough-none\">Saya, dr. Lee Min Ho, Spesialis Anak siap menemani tumbuh kembang anak anda. Konsultasikan gizi dan kesehatan anak anda bersama Rumah Sakit XXX. Hubungi nomer tertera untuk konsultasi pertama anda tanpa dipungut biaya.<\/span><\/em><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>Contributor: Lily El Ferawati<\/p>\n<p>Editor: Lily El Ferawati<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Main takeaways Storytelling has been widely used for content making especially in the context of promoting products. In healthcare marketing, storytelling can help patients connect with healthcare providers on an emotional level. Healthcare workers or Public relations officers of any health institution need to understand how to create content with a compelling story that touches [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":1964,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10,9],"tags":[],"class_list":["post-1871","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-news"],"_links":{"self":[{"href":"https:\/\/international.binus.ac.id\/communications\/wp-json\/wp\/v2\/posts\/1871"}],"collection":[{"href":"https:\/\/international.binus.ac.id\/communications\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/international.binus.ac.id\/communications\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/international.binus.ac.id\/communications\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/international.binus.ac.id\/communications\/wp-json\/wp\/v2\/comments?post=1871"}],"version-history":[{"count":8,"href":"https:\/\/international.binus.ac.id\/communications\/wp-json\/wp\/v2\/posts\/1871\/revisions"}],"predecessor-version":[{"id":1971,"href":"https:\/\/international.binus.ac.id\/communications\/wp-json\/wp\/v2\/posts\/1871\/revisions\/1971"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/international.binus.ac.id\/communications\/wp-json\/wp\/v2\/media\/1964"}],"wp:attachment":[{"href":"https:\/\/international.binus.ac.id\/communications\/wp-json\/wp\/v2\/media?parent=1871"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/international.binus.ac.id\/communications\/wp-json\/wp\/v2\/categories?post=1871"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/international.binus.ac.id\/communications\/wp-json\/wp\/v2\/tags?post=1871"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}