"The health care industry, like many others, has traditionally relied on tried-and-true conventional, one-way marketing tactics. However, that strategy is no longer enough to break through to consumers. More than 81% of consumers tune out generic ads and crave more engaged and personalized content, signaling that marketers need to adapt and stop ineffective communication that tries to pull consumers to them. Instead, we must go to our customers, meeting them precisely where their attention already lives."
"We know a great story has the power to transcend demographics, evoke emotion, and build lasting connections. Ultimately, brands are collections of human beings, and people connect with people. By humanizing our brands and telling compelling stories about the individuals who compose them, we unlock a profound ability to resonate and connect with our audience on an emotional level. However, where we share stories have changed: We've seen the audience shift aggressively to at-home streaming and social media."
Traditional one-way healthcare marketing no longer breaks through as more than 81% of consumers tune out generic ads and seek engaged, personalized content. Marketers must meet customers where attention already exists across at-home streaming and social platforms. Humanized storytelling that highlights the people within brands can transcend demographics, evoke emotion, and build lasting connections. Each platform represents a distinct ecosystem, so content and approaches must align with specific consumption habits and user behaviors. Small or niche brands still hold meaningful stories that can fuel human emotion and create meaningful audience resonance through purpose-driven entertainment content.
Read at Fast Company
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