Healthcare and pharmaceutical marketers must rely on storytelling to break down stigma, build trust and ultimately motivate patients to take action, said Ayla Ellison, editor in chief of healthcare and life sciences at Questex.
“Storytelling is perhaps one of the strongest tools that they have,” Ellison told Beet.TV Editorial Director Lisa Granatstein in this video interview. “When done well, it can break down stigma, it can create authenticity, and most importantly … spark action from patients.”
That action may range from researching symptoms online to scheduling an appointment with a provider. “A story, when done well, can create awareness and then the end goal of sparking action in patients and really connecting with them where they are,” she added.
Seamless transitions between media
Ellison said healthcare campaigns need to make the path from awareness to action as easy as possible.
“The most important thing is probably making that next step, that transition, as seamless as possible,” she said.
Whether it’s moving from a TV ad to a social media page or an online resource, reducing friction is critical.
She noted that patients are consuming media across multiple platforms — from linear TV to YouTube and social media — which poses a challenge for advertisers.
“It is important to connect with patients where they are,” Ellison said. “Making sure campaigns are targeted not only to a specific population, but also using the type of media that those individuals are consuming.”
Future of integrated campaigns
Looking ahead, Ellison pointed to authenticity as a defining trend for healthcare and pharmaceutical advertising.
“It’s highlighting real patients, real patient voices … bringing authenticity to those campaigns,” she said.
When patients feel heard and connected, campaigns are more likely to drive results.
“Not only does that create awareness, but it’s more likely to spark action from those patients,” Ellison noted. “Moving forward … really trying to bring more authenticity [will] ensure that patients are at the center of those campaigns.”
You’re watching “Omnichannel Starts with TV: The Evolving Role of TV in Healthcare Marketing”, a Beet.TV Leadership Series, presented by Swoop. For more videos from this series, please visit this page.
