Featured image courtesy of Takhini Hot Springs.
At the Takhini Hot Springs in Whitehorse, Canada – 1500 miles north of Vancouver – there’s a hair freezing contest.
Yes, that’s a thing.
Seeking entertainment in the dark days of winter, contestants wet their hair in the warm water then sculpt quickly. The sub-zero air sets the “do” and the steam from the pool frosts the frozen tendrils to create a child art-meets-yeti effect.
Canadians know how to do winter.
Letting your hair freeze in the cold Yukon air is one way to get noticed.
In today’s cluttered digital environment, how do healthcare brands figuratively freeze their hair to stand out?
One time-tested marketing strategy is storytelling. Not only do stories set you apart from your competition, they also drive brand awareness and loyalty and show that your mission is about more than making money. They draw attention because they express your personality and evoke emotion.
Of course, many companies use digital storytelling to connect with their audience. Generally, the stories focus on their brand, customers, employees, or how they are serving their community. As a healthcare copywriter, I wanted to look at how this is being done in the healthcare world. Here’s what I found.
Brand storytelling
Your brand’s story starts with who you are and why you do what you do. If you look at your website analytics, you’ll probably find that your About page is among the most visited.
Unfortunately, most healthcare website About pages are boring and forgettable. Executives in dark suits with long paragraphs about mission, vision, and core values. Doctors in white lab coats with detailed descriptions of their education, specialties, and board certifications.
Let’s look at some examples of About pages that break this mold.
This About page draws us in with a story about what drove the founders of Zocdoc to create their platform. Lower on the page, there are photos of the three founders, each with a quick mission-based quote. Note that they’ve put their bios off-page, accessible via links for anyone wanting those gritty details. Also, the graphics are outstanding. Scroll down on the page and watch the spots on the patient’s face disappear.
Of course, everything Cleveland Clinic does is top-notch, but their About page shows us that history and tradition need not be boring. Above the fold, we see a concise tagline, a tight paragraph about their history (note that they sneak in their mission using only 11 words), and a short but captivating video. Scroll down and you’ll find calls to action and resources. Keep scrolling and you’ll find the obligatory suit, but the content is in video format with a bright colorful background and there’s minimal text to bog things down.
You’ll find no white lab coats here. These doctors are relatable people you want to have a conversation with. Their bios give us some personal details and tell us why they are excited about Parsley Health. Jaclyn Tolentino wants you to ask her where to get the best cup of matcha in Los Angeles.
Culture is big at ATI and their About page reflects that perfectly. The text and visuals paint a picture of a fun team dedicated to providing the highest quality care.
Patient stories
Patient stories are ideal for digital marketing. The emotional pull of a patient’s journey through a difficult health issue is undeniable. It’s also useful content for someone experiencing the same health issue.
Many healthcare organizations do this well but one of the best examples is the Mayo Clinic. The headlines are catchy and the stories are presented using text, photo, and video formats.
Note that when creating content to drive engagement it’s important to make it easy to consume. Your audience shouldn’t have to work to find what they are looking for.
Here’s a not-so-great example. Take a look at how these patient stories are displayed. If you click through, you’ll find that high-quality, impactful videos. But having them displayed visually on this page, without content, is a mistake. A short headline for each story would make all the difference here.
Patient stories can also drive engagement on social media. Scrolling through company Facebook pages, it’s an ocean of stock photos and ads. Real posts, like these from Duke Medicine and Children’s Hospital of Colorado, stand out by adding a human element to the message. What’s more, they add value to the feed because they reflect the organization’s culture and inspire trust and confidence.
Staff stories
Your employees have stories to tell. OK, some are not fit for your digital storytelling efforts, but if they relate to your mission of better health, they should be shared.
Look at this example from HSS Women’s Sports Medicine Center. One of their doctors ran the 2020 virtual NYC marathon and tagged her employer on Instagram. The Center integrates their Instagram feed into their home page where it also highlights these activities – now that’s a BOGO!
Do you have a company mascot, volunteer, or employee that everyone knows and loves? At Boston Medical Center, it’s Nellie the healing pup. Here she is on her birthday.
Service activities
Another opportunity for digital storytelling is your company’s community service. Whatever you are doing to help your staff and/or community, your audience needs to know about it.
For example, CoverMyMeds has a culture of care not only for their patients but for their employees and the community as well. In fact, they have been consistently recognized by Glassdoor as one of the best places to work. This corporate culture is featured prominently on their website and Facebook feed.
Likewise, Cigna supports many causes inside and outside their company. Here is a trio of Facebook posts that highlight this excellence.
Whatever healthcare market you’re in, you’re probably swimming in a pool of sameness. Your digital content needs to make an impact and elevate your brand in the eyes of your audience. Using digital storytelling, take your cue from the brave, hair freezing contestants at the Takhini Hot Springs and create something extraordinary and memorable.
And if you’d like to talk more about using digital storytelling to stand out in your crowded market, I’m just a click away. Oh, and don’t forget to ask me about my visit to the outdoor Siberia Station Spa in Quebec City in -4 degree F weather. Brrrr!
