Emotive Storytelling is the sticky front end of Big Data.
A recent article in the Wall Street Journal, “Big Data Can Bring Patients to Water, But It Can’t Make Them Think” provides an excellent example of the frustration the medical/health insurance community experiences getting patients to act on recommendations for improved health.
Think about how information and efforts at persuasion have been successfully transmitted from person to person from the beginning of time. Now consider how long the written word has been available to the average person – only 400 years.
Still trying to figure out how to make people do a 180 and respond to your messages? Is it the competitive price that drives them, or a promise of good health? Or is it something that goes deeper than discounts and even wellness? Although most readers and watchers don’t know it, empathy and concept conversion are activated by mirror neurons.
We’ve taken the reins on disease prevention and patient compliance. Now, researchers have confirmed the optimal strategy for changing health-related behavior: The use of narrative. That’s what we’ve been doing for 25 years — only we call it Emotive Storytelling because we’ve loaded it with much more than narration. We’ve harnessed stories with video, scenarios, images, emotions, animation, interactivity and action to elevate health education to new horizons.
This is the beginning of an important story. It may begin with a whimsical “Once upon a time…” but it references a deeper, profound path that runs through everyone’s life that is relevant and needed today more than ever.
