“The best bridge between a presenter and an audience,” someone once wrote, “is a story.” Everyone is engaged by a good story. In fact, it’s how the human brain is wired. When someone is talking to us, we automatically look for the beginning, the middle and the end of the storyline structure. And if the […]
[Series installment.] Hospital marketing professionals tend to think about content delivery as information sharing. That’s good, but to be effective, the process goes deeper. The most useful creative secret in hospital marketing however, is the ability to tap emotional storytelling. Author and marketing professor Jonah Berger frames the idea this way: “People don’t think in terms of information,” he […]
