Some 10 years ago, I opened a meeting with a prospective client by posing a question. It brought such an interesting result that I now use it to start almost all my new business meetings.
“So, what’s your story?”
People’s responses are generally interesting and attention-grabbing, and there’s good reason for that. Humans naturally crave stories; we have an insatiable thirst for narratives. Without the handles of a clear and relatable story to grab, we tend to shy away from connecting with whoever or whatever is vying for our attention.
Once I made this realization, I began to notice companies from nearly every sector were applying this principle to their websites in a number of fun ways. They were guiding readers through stories and delivering stronger, more effective messages.
However, I also detected that the health care industry was shying away from this tactic. Health care is brimming with inspiring stories, so why aren’t communicators sharing them?
Rules and regulations
Health care storytelling is slowed by two significant challenges: complexity and regulations.