Storytelling

Tell me a story. Is there anyone who hasn’t uttered those four words? As humans we are hard wired to both tell and listen to stories. Indeed, professional storyteller Bill Harley, in a 2012 TEDx talk entitled, "Stories Out Loud," said that storytelling is "at the very center of what it means to be human."

This is why storytelling is a powerful marketing tool for you and your practice. In a noisy social media world, stories allow your voice to be heard.

Here are some reasons why you should be using storytelling to market your practice:

• A story is experiential – it shares an experience or observation.

• Stories help us make sense of our lives.

• They help you connect with your patients, build trust, and market your brand.

• They can capture your patients’ attention.

• They can inspire and appeal to emotions.

• Stories are easier to remember than facts and statistics.

• They feel authentic and help show the real you and real patients.

• Stories can be educational by putting difficult concepts into meaningful context.

• They can be an effective call to action for patients.

How powerful is storytelling? Do an Internet search of "patient stories," and the results will feature some of the country’s top hospitals such as the Mayo Clinic, Memorial Sloan-Kettering Cancer Center, and St. Jude's Children's Research Hospital. Take some time visiting these sites. Watch a few videos and ask yourself what makes them effective.

When it comes to marketing your practice, you can tell stories in person to patients, on video, in blog posts, or even in images on sites like Pinterest. Although videos can be done by a professional videographer using ambient lighting and music, they don’t have to be. You might decide to videotape a procedure with your video camera or upload patient stories using your iPhone.

Before using a story, remember to respect patients’ privacy and to get their consent appropriately if they are identifiable in a story. Make sure your story is short, relevant, and compelling and leaves the consumer with a better understanding of the issue.

Do you use stories in your practice? Do you have tips for physicians on how to use stories effectively in their practice? Please share them.

Dr. Benabio is a practicing dermatologist and physician director of health care transformation at Kaiser Permanente in San Diego. Connect with him on Twitter @Dermdoc or drop him a line at benabio@gmail.com.

Tell me a story. Is there anyone who hasn’t uttered those four words? As humans we are hard wired to both tell and listen to stories. Indeed, professional storyteller Bill Harley, in a 2012 TEDx talk entitled, "Stories Out Loud," said that storytelling is "at the very center of what it means to be human."

This is why storytelling is a powerful marketing tool for you and your practice. In a noisy social media world, stories allow your voice to be heard.

Here are some reasons why you should be using storytelling to market your practice:

• A story is experiential – it shares an experience or observation.

• Stories help us make sense of our lives.

• They help you connect with your patients, build trust, and market your brand.

• They can capture your patients’ attention.

• They can inspire and appeal to emotions.

• Stories are easier to remember than facts and statistics.

• They feel authentic and help show the real you and real patients.

• Stories can be educational by putting difficult concepts into meaningful context.

• They can be an effective call to action for patients.

How powerful is storytelling? Do an Internet search of "patient stories," and the results will feature some of the country’s top hospitals such as the Mayo Clinic, Memorial Sloan-Kettering Cancer Center, and St. Jude's Children's Research Hospital. Take some time visiting these sites. Watch a few videos and ask yourself what makes them effective.

When it comes to marketing your practice, you can tell stories in person to patients, on video, in blog posts, or even in images on sites like Pinterest. Although videos can be done by a professional videographer using ambient lighting and music, they don’t have to be. You might decide to videotape a procedure with your video camera or upload patient stories using your iPhone.

Before using a story, remember to respect patients’ privacy and to get their consent appropriately if they are identifiable in a story. Make sure your story is short, relevant, and compelling and leaves the consumer with a better understanding of the issue.

Do you use stories in your practice? Do you have tips for physicians on how to use stories effectively in their practice? Please share them.

Dr. Benabio is a practicing dermatologist and physician director of health care transformation at Kaiser Permanente in San Diego. Connect with him on Twitter @Dermdoc or drop him a line at benabio@gmail.com.

Tell me a story. Is there anyone who hasn’t uttered those four words? As humans we are hard wired to both tell and listen to stories. Indeed, professional storyteller Bill Harley, in a 2012 TEDx talk entitled, "Stories Out Loud," said that storytelling is "at the very center of what it means to be human."

This is why storytelling is a powerful marketing tool for you and your practice. In a noisy social media world, stories allow your voice to be heard.

Here are some reasons why you should be using storytelling to market your practice:

• A story is experiential – it shares an experience or observation.

• Stories help us make sense of our lives.

• They help you connect with your patients, build trust, and market your brand.

• They can capture your patients’ attention.

• They can inspire and appeal to emotions.

• Stories are easier to remember than facts and statistics.

• They feel authentic and help show the real you and real patients.

• Stories can be educational by putting difficult concepts into meaningful context.

• They can be an effective call to action for patients.

How powerful is storytelling? Do an Internet search of "patient stories," and the results will feature some of the country’s top hospitals such as the Mayo Clinic, Memorial Sloan-Kettering Cancer Center, and St. Jude's Children's Research Hospital. Take some time visiting these sites. Watch a few videos and ask yourself what makes them effective.

When it comes to marketing your practice, you can tell stories in person to patients, on video, in blog posts, or even in images on sites like Pinterest. Although videos can be done by a professional videographer using ambient lighting and music, they don’t have to be. You might decide to videotape a procedure with your video camera or upload patient stories using your iPhone.

Before using a story, remember to respect patients’ privacy and to get their consent appropriately if they are identifiable in a story. Make sure your story is short, relevant, and compelling and leaves the consumer with a better understanding of the issue.

Do you use stories in your practice? Do you have tips for physicians on how to use stories effectively in their practice? Please share them.

Dr. Benabio is a practicing dermatologist and physician director of health care transformation at Kaiser Permanente in San Diego. Connect with him on Twitter @Dermdoc or drop him a line at benabio@gmail.com.