Have you ever read a scientific article but found yourself re-reading chunks because you struggled to take the detail in? In animal health, scientific literature plays an important role in staying up to date, but it’s not always easy. Compare that to a Netflix documentary. How often do you have to rewatch that to take in the details? Probably not at all. So, what’s the difference between scientific articles and Netflix documentaries?
Really, it’s the difference between information sharing and great communication. But how does Netflix turn information sharing into great communication?
The answer is in storytelling.
We all love a good story. They capture our attention, make us feel connected, and often move us to act. We’ve evolved to pass knowledge down generations through stories and our brains are simply hard-wired to engage with them.
How can veterinary businesses use storytelling?
Storytelling is incredibly powerful for dialling up the effectiveness of knowledge transfer, but more than that, it’s a superpower when it comes to communicating your brand to your clients. Brand storytelling helps veterinary practices create stronger client relationships, build trust, and develop loyal clients. But not just any story will do.
One of the problems with client communications, is that they can be very focused on the veterinary practice. ‘Our services’, ‘our facilities’, ‘our team’…sound familiar? The sad truth is though, that clients aren’t really interested in hearing about those things. At least, that is, until they can see that your business understands them, connects with them, and can help them overcome their challenges.
What makes a good brand story?
The secret sauce lies in understanding that the stories we find most engaging are the stories about us. Nobody enjoys feeling like a passive observer. People naturally engage more when they see themselves in a central role, overcoming challenges and achieving a positive outcome. For veterinary clients, making them the super-hero of your brand story is the key to standing out and creating a meaningful connection between them and your brand.
What is brand storytelling?
Brand storytelling is the art of using narratives to engage, communicate your values, and show how your services can make a real difference in clients’ lives. It’s more than just saying, “We’re a great vet practice.” It’s about showing your clients how you understand the challenges that they face, and how you are uniquely placed to help them and guide them as they overcome those challenges.
Think of it like this: in any good story, the hero embarks on a journey, faces challenges, and with the help of a trusted guide or mentor, they come out stronger and more successful. In your brand’s story, the client is the hero, and your veterinary practice is the trusted guide helping them along the way.
Why your client is the super-hero
When you position your client as the hero, you shift the focus away from your practice (which is boring to them) and onto what they can achieve with your support (much more interesting!). Creating a story like this can help you achieve great things:
- Increase engagement and loyalty
When you frame your communication so that the client feels like the star of the show, they are more likely to stay engaged, trust your guidance, and feel loyal to your practice.
- Build trust
Casting the client as the hero shows that you recognise their unique challenges and that you are there to support them every step of the way, not to take centre stage. - Motivate action
When clients see themselves as the hero of the story, they are more motivated to act - whether it’s booking a check-up, following a treatment plan, or making lifestyle changes for their animals. The focus is on them making the best decision, with your practice simply helping them succeed.
It really works
Brand storytelling makes your veterinary practice more relatable. Every client wants to feel like they’re making the best decisions for their animals. By positioning them as the hero of their own journey, you’re reinforcing that they have the power to create positive outcomes, with your team as their trusted partner.
It’s not about downplaying your expertise; it’s about elevating your clients’ role. And in the process, you can build deeper connections with your clients, build trust and loyalty and inspire action. That’s a story worth telling.
Would you like help creating your brand story? Simply contact us to find out more.
