Using storytelling is an effective method to engage your audience. It’s particularly powerful at the start of a presentation or at the beginning of a brand message. In the healthcare industry, where individuals are often motivated by the desire to make a positive impact, storytelling resonates strongly. A compelling narrative might involve how a particular product was instrumental in saving a life in critical situations. You might even choose to share a personal story. Storytelling adds a human element to whatever you’re promoting.
Central to effective product marketing is the skill of transforming product features into tangible benefits. This becomes crucial when facing competitors offering similar advantages. Your product may have unique features, like a medical scanner providing superior contrast or higher resolution. Yet, the overarching benefit, such as diagnostic capabilities, might be comparable to that of competitors. In such cases, it’s vital to highlight your distinct features through storytelling. An impactful approach is to share a narrative about how a slight improvement in image quality made a significant difference for a specific patient.
Developing a captivating product message requires a flexible and agile process. A complex and burdensome process might result in settling for the initial message to avoid product launch delays.