Sharing Expertise and Success Storytelling

In the medical industry, success stories have become a staple in content marketing strategies. On the other hand, conventional buyers would always like to style their decisions as based on fact. It’s almost contradictory.

On one hand, you get to the emotional storytelling of cancer survivors. But on the other, you have the physicians and managers who seem to only want stats when B2B organizations are sharing expertise. Is this something that your marketers need to reconcile?

It can really come off as slightly unfair. Medical institutions and pharmaceuticals can get away with this strategy. And yet, they themselves will use it to filter out the marketing efforts of the same organizations that provide tools and support for their success.

Then again, that is if this is what they do. The truth though is that they don’t think all that differently from regular consumers. Their decisions could have an underlying emotional element, even despite the many fact sheets they’d like you to present.

Remember, doctors have their own needs within the context of their work. Their satisfaction upon achieving is emotional. The idea that their stoic and wholly fact-dependent isn’t a very sustainable idea. And much like today’s marketing, you don’t define sustainable by its capacity to resist the changes in concepts and industry landscapes.

The real challenge though is understanding how this combines sharing factual expertise with the look and feel of success storytelling:

  • Assign roles to the facts – There’s nothing wrong with putting negative statistics in a negative light. The best part is that you don’t have to change the facts themselves. It’s like knowing your good guy from your bad guy. You deliver the bad news first so that you can offer the good news represented in your expertise and your solutions.
  • Involve yourself in your prospect’s experience – Even just something as simple as hearing a story from their daily lives can make a difference when you finally set the sales appointment. Whether you’re creating content or  sending an email, make it a point to really get inside your prospect’s experience. That’s the only way you can figure out how to foster aspiration and motivate their buying decisions.
  • Use complaints as the next chapter – Sometimes a complaint isn’t the end of the story you’re telling. It’s merely the next chapter. Present your company’s efforts to address the problems that have not yet been addressed. Part of keeping your business alive is to know that there is still a tale to be told.

For today’s marketing, there is sharing expertise that presents the facts. Then, there’s telling a story with those facts that resonate with your prospect’s experience.

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