7 Tips for Effective Storytelling in Life Science Marketing
Storytelling is as ancient as humans.
It is, by comparison, the most effective and popular way to convey information, as no other medium could do.
Before the evolution of language, ancient humans living in the caves resorted to using visuals like drawings to tell stories. Soon, it was passed on as an oral tradition where elders told children stories.
Fast forward to 2023, brands across the globe have embraced the element of storytelling to entice customers and make an impact.
Life science marketing is one such business where storytelling has worked wonders for customer retention, brand establishment, and promotion in tandem.
This post discusses 7 tips for effective storytelling in life science marketing.
Read on.
Use action verbs in product headline to capture the attention
The headline is the first thing people read before they go into details.
Some don’t even bother reading what’s inside and take to building an opinion by just looking at the headline. That’s why leading publications focus so much on getting their headlines right, no matter what.
The same goes for storytelling in life science marketing. Before you begin writing your brand story, sit down to write that awesome headline. While at it, leave plenty of room for action verbs- jump, skip, hop, run, the usuals that will get people to do something. That way, they will instantly form an opinion about your product.
Don’t shy away from humanizing things
You must include human examples when building a case study for your life science marketing product. It will readily help your customers get a positive feeling about their brand. They will be reassured that they are in good hands and won’t look for another option unless you upset them with quality or sub-par customer support.
Always harp at emotions
Make sentiments your key element when pitching your life science product, and the best way to go about it is to use direct quotes.
A direct quote, coming from a customer, evokes positive feelings and is one of the crucial steps of an interview process that can be a part of your case studies. For instance, you can ask the SME at the client’s end about his views on the product and how it ended up offering a solution for the problem.
A narrative storyline never fails to win hearts. So when it comes to pitching a case study for life science marketing, what else can you aim for?
Here are some pointers to keep it easy with your life science marketing narration.
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Start by drawing upon a background for the customer, what the market has to offer, and the problems at hand.
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Next, describe what made the problem urgent and how the client was losing its business. Be specific, and never overdo stuff.
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Lastly, highlight the USPs of your life science product and how it helped defy the challenges and meet customer goals.
Create content in sections
When attempting to write a case study to pitch a life science product, you will need to remember certain basics.
Not everyone likes to read in detail. Also, stakeholders are typically busy with too many things on their tables. Thus, it is befitting to keep things brief and create sections to skim through the basics and arrive at a conclusion.
For instance, critical sections like Challenges and Solutions are significant portions that most readers won’t skip.
Always back it up with data
In life science marketing, no story gains ground unless you have scientific data to back it up. This is because data helps things come alive and ensures the message delivered is to the point and relevant.
In other words, data-backed storytelling in life science marketing serves two ways. Firstly, it puts critical details in place, and secondly, it helps encapsulate otherwise dull data figures to drive people towards taking action.
Include visuals
Remember when we were kids, we preferred reading story books with pictures over those that didn’t?
It’s the same in storytelling for life science marketing. Images speak a story worth a thousand words. And that’s why it’s essential to include compelling visuals, like client images or illustrated details of parts of devices, along with the scientific data and text.
In essence, it helps customers connect with your product even better as they can retain the image more than the words they read.
Wrap Up
Life science marketing doesn’t have to be complicated.
When you follow certain traits of basic storytelling that have been in vogue for thousands of years, you can up your game by a few notches.
From incorporating human elements, keeping its narrative, including scientifically backed data to support arguments, and leaving room for brevity, you already have customer attention.
Besides, as a bonus tip, we advise you to focus on a specific demographic for your audience, like targeting operations managers who could be decision-makers. Also, never deter from your brand image and voice so that it becomes easy for people to resonate with your ideas or future promotions.
What else do you think can fit into the frame of storytelling for life science marketing?
Drop in your thoughts in the comments below and let us know.
