{"id":5563,"date":"2014-08-01T00:00:00","date_gmt":"2014-08-01T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/index.php\/2014\/08\/01\/pmn1307-article02\/"},"modified":"2019-02-18T20:33:04","modified_gmt":"2019-02-18T20:33:04","slug":"pmn1307-article02","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn1307-article02\/","title":{"rendered":"Patient Storytelling Marketing: Creativity vs. Truth in Pharma Advertising"},"content":{"rendered":"<p>Patient Storytelling Marketing        Creativity vs. Truth in Pharma Advertising<br \/><img loading=\"lazy\" decoding=\"async\" alt=\"Alice's Story\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/Alice-Patient-Story-300x316.jpg\" width=\"300\" height=\"316\" align=\"right\" hspace=\"7\" vspace=\"5\"\/>&#8220;Engaging consumers through the art of storytelling can enhance a brand&#8217;s strategy more effectively,&#8221; says Ash Rishi, Co-Founder and Managing Director of COUCH. &#8220;Data gives credibility, but stories provide truth.&#8221;<\/p>\n<p>These days, patient storytelling is all the rage. More often than not, however, patient stories told by pharma marketers are not &#8220;providing truth&#8221; in the sense that they are real patient stories. It seems that there is a difference in opinion as to what the &#8220;truth&#8221; is.<\/p>\n<p> Social media and patient stories are a &#8220;match made in heaven&#8221; and several pharma marketers are using social media to listen to REAL patient stories and to leverage those stories to help motivate other patients. In the process, of course, they also enhance the image of their brands. <\/p>\n<p><b>Topics include (partial list)<\/b>:<\/p>\n<ul>\n<li>Cannes Lions Health Awards Tells the Story: Cate vs. Cathy<\/li>\n<li>ePatients vs. fPatients<\/li>\n<li>Truth Trumps Creativity<\/li>\n<li>Brand-Centric vs. Patient-Centric<\/li>\n<li>By the Patient, for the Patient<\/li>\n<li>Can You Be Too &#8220;Patient-Centric?&#8221;<\/li>\n<\/ul>\n<p>Download the full text PDF file here:<br \/><a style=\"color: #993300;\" track=\"on\" shape=\"rect\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/news\/pmnews1307-article02.pdf\" linktype=\"link\">www.pharma-mkting.com\/news\/pmnews1307-article02.pdf<\/a>    <\/p>\n<p>PMN1307-01<br \/>Issue: Vol. 13, No. 7: August 2014<\/p>\n<p\/><b>Find other articles in related Topic Areas:<\/b> <\/p>\n<ul>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNeMktingReprints.htm\">eMarketing and ePromotion<\/a><\/li>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNDTCReprints.htm\">Direct-to-Consumer (DTC) Advertising &amp; Marketing<\/a><\/li>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNRegComplianceReprints.htm\">Regulatory Compliance<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>These days, patient storytelling is all the rage. More often than not, however, patient stories told by<br \/>\npharma marketers are not &#8216;providing truth&#8217; in the sense that they are real patient stories.<\/p>\n","protected":false},"author":2,"featured_media":13101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[63,6],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Patient Storytelling Marketing: Creativity vs. Truth in Pharma Advertising - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn1307-article02\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Patient Storytelling Marketing: Creativity vs. Truth in Pharma Advertising - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"These days, patient storytelling is all the rage. More often than not, however, patient stories told by pharma marketers are not &#039;providing truth&#039; in the sense that they are real patient stories.\" \/>\n<meta property=\"og:url\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn1307-article02\/\" \/>\n<meta property=\"og:site_name\" content=\"Pharma Marketing Network\" \/>\n<meta property=\"article:published_time\" content=\"2014-08-01T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-02-18T20:33:04+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/03\/pmn-logo-intro-post-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"744\" \/>\n\t<meta property=\"og:image:height\" content=\"419\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pharma Guy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pharma Guy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn1307-article02\/\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn1307-article02\/\",\"name\":\"Patient Storytelling Marketing: Creativity vs. Truth in Pharma Advertising - Pharma Marketing Network\",\"isPartOf\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\"},\"datePublished\":\"2014-08-01T00:00:00+00:00\",\"dateModified\":\"2019-02-18T20:33:04+00:00\",\"author\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1\"},\"breadcrumb\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn1307-article02\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn1307-article02\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn1307-article02\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Patient Storytelling Marketing: Creativity vs. Truth in Pharma Advertising\"}]},{\"@type\":\"WebSite\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/\",\"name\":\"Pharma Marketing Network\",\"description\":\"Pharma Marketing Network\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1\",\"name\":\"Pharma Guy\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/image\/\",\"url\":\"http:\/\/2.gravatar.com\/avatar\/87853617a5e31233716811d09cdefdf7?s=96&d=identicon&r=g\",\"contentUrl\":\"http:\/\/2.gravatar.com\/avatar\/87853617a5e31233716811d09cdefdf7?s=96&d=identicon&r=g\",\"caption\":\"Pharma Guy\"},\"description\":\"Pharmaguy\u2122 is a \u201cconstructive critic\u201d of pharma marketing and publishes commentary on the Pharma Marketing Blog and on Scoop.it.\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/author\/ehs-pharmaguy\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Patient Storytelling Marketing: Creativity vs. Truth in Pharma Advertising - Pharma Marketing Network","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn1307-article02\/","og_locale":"en_US","og_type":"article","og_title":"Patient Storytelling Marketing: Creativity vs. Truth in Pharma Advertising - Pharma Marketing Network","og_description":"These days, patient storytelling is all the rage. 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