The digital age has given great advantages to inbound marketing in terms of getting a substantial return of investment with little capital. With all the free resources left to us, there are many creative and innovative ways in which we can make life science marketing profitable and continuously improving.
The need for us to keep our wits about us in this world has become even greater. With developments in zoology, botany, agriculture, medicine, and the related sciences, it has become crucial to create media that seeks to promote and educate the cause of life science to the rest of the world, if not within your industry and clients.
Digital storytelling is a way to get your point across. But just what does this involve, and what kind of technology does it need? We give you a few reasons.
Stories told through Video
We have previously discussed the importance of video as a tool in inbound marketing. For those wishing to apply the same tool and methodology to the life sciences, it has become extremely effective in making us yearn for more knowledge. We can listen to a lecture as to how a bee pollinates a flower, but the same lecture can be illustrated and projected onto screes and moving images, thereby foregoing the need for longer explanations. As such, it is an effective way to get people’s attention.
People are also born storytellers. The oral tradition, of passing stories through word of mouth, was the standard before the invention of the writing system. We have certain myths and stories immortalised in modern culture, from the Illiad and the Odyssey to the epic of Gilgamesh. With a more permanent solution to mankind’s need to preserve stories comes film, and therein lies the beauty of digital storytelling. You can manipulate and create your own characters through online animation and editing to form video clips that can excite the masses.
Forming your Digital Story
Coming up with a story that will capture and hearts and minds of your viewers is easier said than done. The wonderful thing about life science marketing is that the subjects that you deal with are often humanising and in the living world. Talking about how big floods destroy crops every year, or of how a certain disease travels through the bloodstream, is a challenge in itself. Discuss and write the story with your fellow marketing associates or contract an outsourcing company to do so.
Implement the plot and the kind of ending and moral lesson you wish it to have. Digital storytelling has often been used in schools and programmes to educate their viewers about certain issues. Perhaps you are a medical services provider, but are campaigning for an end to HIV/AIDS? One way you can indicate your support and your wish to bring awareness is through bringing it to light via a short film or video clip. Anthropomorphic characters or well-placed humour in the stories can help elevate them to new heights.
At the end of it all, don’t be afraid to implement digital storytelling into your inbound marketing content. With all the technology available to us, it would be a shame to let it go to waste. With practice, it can become a powerful tool to help bring viewers around to your product or service.
Sources:
5 Life Science Marketing Challenges & How To Win Them, Thomas Miller
How to Create a Digital Story, Illinois.edu