You hear so much spoken about storytelling in digital communication that it’s easy to be skeptical. After all what exactly does it mean?
And how – precisely – do you apply it to your e-detailing materials?
Why storytelling matters in e-detailing
In e-detailing, storytelling always works better than simple message delivery.
If you blast out claims and messages, healthcare professionals will inevitably try to defend themselves. This takes the form of critical thinking about what they are hearing:
- “What’s wrong here?”
- “Is that always the case?”
- “Are there other products that do that?”
But if you engage people in a story, they will be more open to your communication.
The benefits of storytelling
Constructing a narrative maintains interest so healthcare professionals keep listening. They become intrigued to learn where you are taking them. And want to know what happens next
Storytelling also helps physicians’ general understanding because they are not having to make sense of series of facts and put it all together themselves. Instead they are being drawn though a process that makes sense to them.
The storytelling technique that works
Every e-detailing presentation is unique, yet there is a method that has been proven to work time and again.
This three-act structure is fundamental to storytelling:
- First our hero encounters some resistance (problem),
- then tries to solve this problem (options),
- until finally finding the right answer (solution).
Most big movies work this way, your e-detailing can too.
The three-act structure in digital sales
You can use this storytelling framework to design your overall e-detailing argumentation. The three-act ‘problem-options-solution’ structure gives you the progression that you want each customer to move through.
That’s the big picture. You can also use this methodology throughout your presentation at moments where understanding is vital.
Applying storytelling to each product feature
At Anthill, we call these moments when understanding is vital the ‘anchor points’. These are the key pieces of information that support the case for your product.
Without complete buy-in at anchor points, your argumentation falls down. Therefore we must ensure that customers:
- are aware of each point,
- that they understand it,
- and finally believe it.
Did you notice that this ‘awareness-understanding-belief’ model is the same as the three-act storytelling structure?
First our hero is presented with a problem (awareness), then tries to solve the problem (options) before finally finding the right solution (belief).
What this means is that the basic storytelling can be used to structure your overall presentation and also at moments when understanding really counts.