Content Connection: The Push for Story-driven Engagement
July 19, 2016
Pharmaceutical Executive
July 7, 2016
By Casey McDonald
http://www.pharmexec.com/content-connection-push-story-driven-engagement
Summary
Whether patients’ stories are to be broadcast widely on social media, or used internally to motivate the employees at a life sciences company, storytelling requires both solid content and style. Even patients telling their stories behind the anonymity of an Internet username can be more impactful than marketing material that comes across with any hint of corporate messaging. “We identify patients who are willing to share their personal experiences,” says Melinda Snow, vice president of client services for Snow Companies, an agency bringing strategic, regulatory-compliant, real-life patient stories to direct-to-patient initiatives. “Stories are a great way to educate the community and capture the audience’s attention, because stories are what leave a lasting impression.” Reaching and motivating patients is the goal when Snow is working with patients on their stories. “The narrative may help other patients have important discussions with their healthcare team or navigate the system’s challenges, such as those around access or sticking with treatment.” Snow also ensures that patient storytellers offer a fair and balanced view of the reward/risk scenario when discussing their experience with a drug—all while ensuring the story is in the patient’s authentic voice.”
