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STORYTELLING IN PHARMA AS NEW MANTRA
Simone Rebora • 1 marzo 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.
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Strategic storytelling has emerged as a compelling tool for pharma brands to effectively engage and connect with their target audiences. By leveraging the power of storytelling, pharma brands can communicate their messages, build relationships, and establish an emotional connection with customers
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.