Though “storytelling” has become the buzzword of choice in our industry, the power of a well-crafted brand narrative transcends what’s popular today. How a brand tells its story is more than a creative exercise; it is a strategic imperative. But what separates a compelling healthcare brand story from what’s seen in the consumer world?

That’s the question Elevate cofounder and Managing Partner Frank X. Powers explores in a recent feature for PM360, where he unpacks how brand narratives must connect to their target audience beyond emotions. While iconic consumer brands like Apple and Nike have historically used narrative to inspire, motivate, and define their identity, pharmaceutical and MedTech brands face a different kind of challenge. They must reach audiences clinically and rationally, providing insight and impact.

To provide further insight into our perspective, he analyzes the anatomy of an effective healthcare narrative. It begins with a strong understanding of the medical landscape, defines the brand’s role in solving a pressing challenge, and culminates in a unifying message that empowers and aligns across channels.

Whether marketing a new treatment in a crowded category or launching a brand that breaks new therapeutic ground, Frank believes brand narratives need to bring meaning to generate the most productive engagement.

Read the full article on PM360 to explore how we build brand stories with substance here.