The daily tsunami of adverts we see makes it difficult for many companies to stand out. Among the thousands of posters, trailers, social media reels and video advertisements, how can smaller businesses make an impact and be remembered?
Storytelling is almost as old as language itself; a universal experience found in all cultures, ancient and modern.[i] An effective story promotes empathy and helps make sense of the events and people around us. It can also be used for marketing and enhancing a customer’s experience. For dental practitioners looking to grow their business, incorporating stories within the marketing plan can increase engagement with patients and reach a larger audience.
Story power
Jerome Bruner, a psychologist, discovered that messages communicated through a story are 22x better remembered than facts and figures alone.[ii] In isolation, facts are numbers or statements with no meaningful connection; a story is more effective because it moves the audience intellectually and emotionally, building a relationship that they are invested in. This makes it an ideal way to enhance your practice’s marketing and make sure your care is remembered.
Forging emotional connections is an effective strategy. Businesses have received superior engagement and increased profits when they strengthen this bond with their audience: fully connected customers are 52% more valuable than the customers that are simply highly satisfied.[iii] To achieve this, businesses must appeal to the emotional motivators of the consumers, helping to meet and exceed their expectations. Much like customers of a brand, dental patients are also driven by emotional motivators, such as wanting safety and security, a sense of belonging, friendliness, and excellent treatment results. Using stories can better associate your dental practice with these motivators.
Once upon a time…
Story marketing creates consistency for the practice. It should revolve around the patients – placing the audience as the main character increases the resonance of a message. As well as identifying the treatments and services you offer, the stories should highlight the culture of the practice, the experience you have and the problems you’ve solved.
According to Christopher Booker, there are seven basic plots in storytelling. These includes examples like the ‘rags to riches’ story or the ‘quest’ narrative.[iv] One repeated and common storyline is ‘The Hero’s Journey’, where a hero is called to adventure, faces conflict, overcomes it, and is rewarded at the end. This archetype defines many of our favourite books, films and plays. It’s happy ending is so embedded into the culture that it has become part of the subconscious, making it an easy example to apply to marketing and patient interaction. Whether discussing treatment options or planning a social media strategy, using something as simple as ‘The Hero’s Journey’ structure can better explain the values of your practice, such as how a patient overcame a problem with a successful treatment and left satisfied.
Putting into practice
Putting into practiceHow you present stories in your marketing can vary. 90% of businesses use videos for promotion, exploiting the benefits of social media algorithms and search-engine optimisation.[v] Whilst effective at reaching a wider audience, the planning, filming and editing of videos is time-consuming, especially for busy practices. Whether using the help of co-workers or an external videographer, creating marketing material that tells the story of your work can be effective for reaching new patients.
Besides videos, blog posts, social media posts, and leaflets can also utilise storytelling to generate a stronger emotional response. Patients will want truth in their marketing; by being authentic with the stories you share you can strengthen the emotional connection for the audience. This sets you apart from more corporate, manufactured marketing material and better builds your unique brand for a more prosperous future.
To learn the art of weaving a story into a sale, consider the Business and Mindset Mastery course from IAS Academy. Led by Dr Prav Solanki, this intensive yet fun opportunity lasts one day and provides excellent advice on creating and enacting an actionable plan for practice growth. Beyond encouraging storytelling and optimising the practice, the course will also emphasise work-life balance and how to declutter your mind from business for longer-term health benefits. With Dr Solanki’s invaluable experience, the course is a must for all dental practitioners looking to enhance their potential.
Stories inspire, improve understanding and deepen our emotional connections. Introducing storytelling into your daily marketing workflow can make you stand out, reaching new patients and strengthening the perception of your practice.
For more information on upcoming IAS Academy training courses, please visit www.iasortho.com or call 01932 336470 (Press 1)
[i] National Geographic Society (2023). Storytelling. [online] education.nationalgeographic.org. Available at: https://education.nationalgeographic.org/resource/storytelling-x/.
[ii] womensleadership.stanford.edu. (n.d.). Harnessing the Power of Stories | VMware Women’s Leadership Innovation Lab. [online] Available at: https://womensleadership.stanford.edu/node/796/harnessing-power-stories.
[iii] Magids, S., Zorfas, A. and Leemon, D. (2015). The New Science of Customer Emotions. [online] Harvard Business Review. Available at: https://hbr.org/2015/11/the-new-science-of-customer-emotions.
[iv] www.firstdraftpro.com. (n.d.). 7 types of stories. [online] Available at: https://www.firstdraftpro.com/blog/seven-types-of-stories.
[v] Wyzowl (2024). Video Marketing Statistics 2024. [online] Wyzowl. Available at: https://www.wyzowl.com/video-marketing-statistics/.
