Storytelling is very important in healthcare campaigns: Praful Akali

At the 1st edition of e4m Health Communication Conference, Praful Akali, Founder & MD, Medula Communications, talks about the importance of real storytelling in the healthcare sector

e4m by exchange4media Staff
Updated: Mar 6, 2020 9:14 AM
Praful Akali Medula

“Storytelling in healthcare is challenging”, said Praful Akali, laying the ground for his session on “Cut-through Storytelling in Healthcare” at the 1st edition of e4m Health Communication Conference.

Praful Akali, Founder and MD, Medula Communications gave an insightful talk on the importance of storytelling in the healthcare sector.  He highlighted the challenges faced by healthcare marketers like doctor bashing, dependence on digital media for cross-checking and various others. Akali said that addressing these challenges is a task for healthcare marketers.

“Over 92% of people do not trust the healthcare system in India”, remarked Akali. "To address the trust deficit in India, marketers must take responsibility and guarantee the authenticity of the products and services offered by the healthcare dissemination bodies in the country. To break the trust deficit, real stories must be brought to the forefront through purpose-based storytelling. Gone are the days of advertising, if there is a trust deficit, people won't buy your product and services no matter what, there is a need to have cut-throat storytelling”, reminded Praful.

Praful held the audience engrossed in his session by showing various campaigns on palliative care and how the award-winning campaign won the trust of people through real storytelling and not by claiming but by demonstrating.

The session concluded with Akali enlightening the audience on how important storytelling is in the healthcare sector, it is important to showcase real people and real stories and not by claiming or promising but by demonstrating the fact that you care.

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