Blog Layout
STORYTELLING IN PHARMA AS NEW MANTRA
Simone Rebora • mar 01, 2023
Most of the decisions people make are not based on logic. The hippocampus, the logical part of the brain, is only 2% of the brain. So, if we want to change people's behavior, their logic is the weakest tool. To change behavior, pharmaceutical brands have to tap into emotions.
The body content of your post goes here. To edit this text, click on it and delete this default text and start typing your own or paste your own from a different source.
Storytelling in healthcare marketing is a tool that allows you to tell a story using sensory language presented in a way that enables listeners to internalise it, understand it and create their own meaning. Your customers do not buy your product or service. They buy the emotion you make them feel.
The pharmaceutical industry is economically and socially critical. However, it constantly faces multiple challenges that question the sustainability of several companies. Even before the pandemic, launching a new brand was far from straightforward. A successful launch must overcome a series of barriers, including supply chain, intensifying competition, increasing pricing pressure, increasing market entry barriers, and rising expectations among caregivers and patients.