Fact is, customers don’t care about your health organization’s story.
I recently listened to senior leaders of a health organization talk about “their brand story.”
But as I was listening, I noticed that “their story” (about their services, their quality, the statistics reinforcing their quality) actually had little to do with the “customer’s story.”
And the unfortunate truth is that customers don’t care about this organization’s story. Or any other company’s story.
What they do care about is how this organization’s brand story dovetails with theirs. Which means you need to give people the chance to locate themselves inside your story – by framing it and telling it from their point-of-view.
Remember this as you consider your marketing outreach. Your customers don’t buy products or services, they buy the story (their story) that’s attached to it.