The power of Storytelling
19 Reasons Why Pharma Marketing Should Start
Telling The Story Of Their Brands…right now!
No less than 11 good reasons
why you should start with storytelling now!
OK, not 19 but what if I would have said ‘3 Reasons
Why Pharma…’ instead of…
I would not have grabbed your attention, would I?
But luck is on your side today,
I‟ll hand you at least 11 strong reasons
why to start with telling YOUR brand story…right
#1 Stories last forever, …data don’t!
Right! Everyone knows the story of the Trojan horse! But youyou recall „the year
Right! Everyone knows the story of the Trojan horse! Do do know „the year of
of this heroic Trojan war‟ and „who‟ was the final conqueror, as well?
this heroic Trojan war‟ and „the conqueror as well? (1184 BC; the Greek)
(1184 BC; the Greek)
#2 Stories build your brand image!
Brand stories are, more than anything else, about YOUR brand! They are not
about your competitors data! Your customers are eager to hear from you how
passionate YOUR brand is, they‟re ready to listen to your compelling story.
Relieve and entertain them…bring them your brand story in order to strenghten
their relationship with YOUR brand!
#3 Doctors have already read
about your data!
It‟s impossible to beat modern technology! New clinical data are dispatched
through the internet and across the globe in no time. Why waste your energy by
repeating what your customers already know? Instead, put your data in a
compelling context, and give your customers something „inspiring‟, YOUR
#4 Because your competitors neglect to do
so, here’s your chance to speak human!
Let‟s face it! Almost every 10 min. sales talk by a sales rep is about USP‟s,
Facts, Figures and Features…while your customer is a physician and a
scientist but …human after all! Here‟s your chance to be different than the
rest…and start speaking „human‟ through your brand story, with or without
#5 Unlike data, stories you can tell
“Dear doctor, I‟ll present you the second half of this table next visit”. What
would be your message retention score if ending a sales talk like that? I‟m
afraid you know the answer too! However, unlike data you can spread out your
brand story over several visits, as if you‟d play a movie! Do you think your
doctors will like movies?
#6 Unlike data, your brand story can not be
Since it is YOUR brand story,…since YOU are the editor, since you are in
control of what you‟ve created, your brand story can never be polluted upfront
by your closest competitors! This could lead to a paradigm shift in the way
pharma industry drives business. Wouldn‟t that be a promising perspective?
#7 ‘Less quantity’ requires ‘more quality’!
Since sales force downsizing is one of the main consequences of economic
recession in pharma industry, marketing departments are forced to look for new
ways to establish their share of voice. Communication is becoming more
business critical than ever before!
#8 Now is the time!
In times of economic decline, companies act almost all the same and conduct
their businesses while putting extra safety belts on. Here‟s where you can
break through the clutter…with a compelling brand story that makes your
customers listen with interest…
#9 The format of stories enables you to
As contrasted with regular brand messaging, brand storytelling enables you to
wrap your brand story up…in surprising formats that go well along with your
story. Like in the movies, nothing is impossible and you can shape your brand
#10 Stories are made to share!
Unlike a typical brand message from a product detail aid, a compelling brand
story is meant to be shared with your direct environment because it remains a
story in the end! Ever seen a doctor inspiring his patient about the amazing
20% incremental increase on the CGI-scale of a randomized double-blind
#11 Stories empower your sales force!
Especially for sales forces working for brands that are heading towards
patent expiry, brand storytelling can reboost your team‟s motivation and
The power of Storytelling
Send us an E-mail at firstname.lastname@example.org and we’ll help you with
shaping your brand message into an inspiring brand story…