Follow Apple’s Storytelling Example to Market your mHealth Brand
Why did millions of people recently rush to buy Apple’s latest iPhone? Maybe it was the allure of the newest, greatest thing. Or maybe it was the Apple “prestige” factor. But intertwined with all those reasons is one more marketing strategy Apple uses to its advantage, but many companies fail to utilize … the brand story.
When your mHealth brand tells a story, people will listen. And a good story makes it easy for people to get the picture so they don’t have to think too much about what you’re saying. Your story imprints a memorable image that your consumers will associate with your brand.
Stories are Emerging in Business Technical Markets
Successful brand stories are everywhere. Cisco tells their technology story through The Network. Intel curates staff content stories with their iQ project. GE Reports shares a fascinating look at General Electric beyond consumer goods.
Steve Jobs created the Apple story and he never hesitated to tell it with passion and conviction. As a result, every Apple product launch is accompanied by a compelling story. Find a compelling brand story that you can share with your audience, and tell it consistently through all your communications channels.
Story Telling = Power-Packed Marketing
When you tell a story rather than highlighting specs and product features in your mobile healthcare marketing you position your business to connect with prospects and clients on a whole different level.
- You are able to connect emotionally and deeply with prospects
- You develop more meaningful relationships with clients
- Responses to marketing campaigns increase
- You position your company to easily command top prices for your products and services
- Profit margins improve
With stories, people don’t feel like they’re being sold. Closing ratios increase, profit margins are greater, and the lifetime client value is dramatically enhanced.
One Simple Story Approach: Client Success Stories
Lots of mobile healthcare marketing pros worry about finding appealing stories to help market their product or service, but telling your story is really quite simple. How? By letting your happy, satisfied clients tell your story for you.
One way is to craft compelling, interesting client case studies. Describe the problems and challenges your client was struggling to solve. Paint the picture of their search for a solution and why they decided to do business with you. Describe how they are enjoying the benefits of your products and services. For added impact, ask your clients for testimonials or quotes to use in your social channels … or better yet, use video to tell the story.
Sophisticated marketers at mHealth companies know how to tap the power of stories by using a thoughtful and deliberate marketing plan. It’s the strategic thread that powers nearly all their promotions.
What stories will you use to promote your brand?
About Sam Stern
Sam is the Founder and Chief Marketing Technologist at Modallic. Modallic specializes in brand development and marketing for Mobile Healthcare Technology (mHealth) firms. As a life-long entrepreneur, Sam directs the mHealth storytelling and mHealth agile marketing process unique to the Modallic approach.