Neurochemistry and the Art and Science of Storytelling
Brain scans [Series Article] Studies reveal hard science data behind why the sometimes fanciful, sometimes fictional art of storytelling is highly effective as a communications tool. In healthcare marketing, storytelling is growing in popularity from doctor-patient conversations to branding messages.

Of all the stories in the world, there’s one—The Story of Storytelling—where “Once upon a time…” doesn’t quite fit. Stories and storytelling have, as far as we can tell, nearly always been part of mankind and the human existence.

From 40,000-year-old cave paintings to the Academy Award celebration of achievements in the film industry. Myths, legends, oral history, books, painting, poetry, conversations, plays, music, online content, lectures…you name it; the human brain is wired to process and understand information in a story-like way. And, for marketing, effective storytelling is, almost by definition, a means to engage an audience.

Empathy, Neurochemistry, and the Dramatic Arc

In less than six minutes, Dr. Paul Zak’s evocative film (and engaging story) explains how “even the simplest narrative, if it is highly engaging and follows the classic dramatic arc, can evoke powerful empathic responses.” CLICK TO WATCH

science of stories

Nearly every stop on the healthcare delivery spectrum is rich with material and a natural stage for using storytelling effectively. People relate to information wrapped in stories. New and old ideas evoke empathy and understanding in the context of a story.

For more on this topic, previous articles in this series include:

Paul J. Zak is Professor of Economics and the founding Director of the Center for Neuroeconomics Studies at Claremont Graduate University. Dr. Zak also serves as Professor of Neurology at Loma Linda University Medical Center.

Lonnie Hirsch

Stewart Gandolf
Chief Executive Officer & Creative Director at Healthcare Success
Over the years Stewart has personally marketed and consulted for over 1,457 healthcare clients, ranging from private practices to multi-billion dollar corporations. Additionally, he has marketed a variety of America’s leading companies, including Citicorp, J. Walter Thompson, Grubb & Ellis, Bally Total Fitness, Wells Fargo and Chase Manhattan. Stewart co-founded our company, and today acts as Chief Executive Officer and Creative Director. He is also a frequent author and speaker on the topic of healthcare marketing. His personal accomplishments are supported by a loving wife and two beautiful daughters.



Your proposal will include:

Competitor Intel Icon
Competitor Intel
Recommendations Icon
Our Pricing Icon
Our Pricing

...and much more!

“Despite practicing in a hyper-competitive market, our new-patient counts are double what they were for the same time period last year. Hiring Healthcare Success was one of the best business decisions I have ever made.”

Headshot of Jonathan Calure
– Jonathan Calure, MD

List of recent conversions