Welcome to our second part of “StoryBrand Book Club: A Healthcare Perspective” two-part series. Our team came together to read Donald Miller’s insightful book, “Building a Story Brand” and are so excited to share more valuable insights to help grow your business. If you missed our first blog discussing sections one and two, click here to catch up for more valuable information. 

In this blog we’ll explore the final section of the book, Section 3: Implementing your StoryBrand Brandscript. Here, Miller guides us on how to integrate the StoryBrand Framework into various aspects of your business strategy. Let’s dive in and discover how to effectively apply this transformative framework.

CHAPTER 12: BUILDING A BETTER WEBSITE

A good website is essential for effectively telling your brand’s story, engaging customers, building trust and driving conversions. It serves as one of the most powerful tools for attracting and retaining customers. When creating a website that engages visitors and drives conversions, it’s crucial to incorporate the following elements.

1. An Offer Above the Fold: Ensure that the main offer or key information is prominently displayed at the top of your webpage before users need to scroll down. Keep it short, enticing, and customer-centric.

2. Obvious Calls to Action (CTAs): Implement clear CTAs strategically, such as in the top right corner, following a “Z-pattern” for the natural eye movement, and utilizing repetitive CTAs throughout the page to guide users towards desired actions.

3. Images of Success: Showcase images featuring real people achieving success with your product of service, emphasizing happy customers rather than just products.

4. A Bite-Sized Revenue Stream Breakdown: Provide a concise breakdown of your revenue stream to clarify your message into one easily digestible format, remembering that less is often more in the terms of website/digital content.

5. Very Few Words: Recognize that users tend to scan websites rather than thoroughly read them, so keep the text minimal and impactful to effectively convey your message. 

   
   

As a healthcare business, a compelling website is essential for engaging patients and driving conversions. Ensure your main offer is clear and prominently displayed, utilize strategic calls to actions such as, “Schedule Your Appointment” or “Contact Us”, showcare real patient success stories, provide a concise breakdown of your services, and keep text minimal for maximum impact. By implementing these key elements, your website becomes a powerful tool for building trust and guiding patients through their healthcare journey.

CHAPTER 13: HOW STORYBRAND CAN TRANSFORM A LARGE ORGANIZATION

Transforming company culture requires more than just crafting a mission statement; its about actively putting it into action. By utilizing and prioritizing the StoryBrand framework, companies can breathe life into their values and unify their teams based on a shared vision. 

• Addressing the Narrative Void: Illustrate how to fill the narrative void within your organization, emphasizing the importance of not only creating a mission statement but also integrating it into everyday operations, and ensuring that all employees are on the same page.

• Make sure the whole team understands the company’s mission: Ensuring that every employee is not only aware of the company’s mission but also values it is essential for bringing mission statements to life. When every team member is aligned with the mission, businesses thrive. One effective method to ingrain the mission into employees’ minds is by incorporating it into the onboarding process and emphasizing its significance. For instance, Donald Miller suggests a practice where managers would ask employees the company’s mission statement, rewarding those who know it with $5. While this may incur costs for the manger, the investment is invaluable for foster a culture of connection and driving success of the business.

STORYBRAND MARKETING ROADMAP: 5 (almost) Free Things You Can Do To Grow Your Business

1. Create a One-Liner: Craft a clear statement that summarizes your healthcare practices unique value proposition.

• “If you use the following four components you will craft a powerful one liner.”

• The Character

• The Problem

• The Plan

• The Success

• Example: Pilates Studio Targeting Moms

• The Character: Moms

• The Problem: Busy schedules

• The Plan: Short meaningful workouts

• The Success: Health and renewed energy

• “We provide busy moms with a short, meaningful workout they can use to stay healthy and have renewed energy.”

• Where To Implement One-Liners

• Digital Marketing

• Physical Marketing

• Websites

• Business card

• Emails

• Lead Generations

• Etc.

1. Create a Lead Generator and Collect Email Addresses: Offer valuable resources in exchange for email addresses to build a database of interested leads
   

2. Create an Automated Email Drip Campaign: Use automated emails to nurture leads and guide them through the patient journey.

3. Collect and Tell Stories of Transformation: Highlight patient success stories to build trust and inspire others to seek your services.

4. Create a System that Generates Referrals: Encourage satisfied patients to refer others to your practice with incentives.

Each step of the StoryBrand Marketing Roadmap offers valuable opportunities for healthcare businesses to attract, engage, and retain patients effectively. By crafting a compelling one-liner, generating leads, nurturing relations through automated emails, sharing impactful stories, and leveraging patient referrals, healthcare businesses can position themselves for long-term success and make a meaningful difference in the lives of their patients.

The StoryBrand framework offers invaluable guidance for businesses seeking to enhance their online presence, organizational culture, and overall success, By implementing the principles outlined in  “Building a StoryBrand” and utilizing the StoryBrand Marketing Roadmap, healthcare businesses can create compelling websites, align their teams around a shared vision, and effectively attract, engage, and retain patients. With a clear understanding of their unique value proposition, strategic marketing efforts, and commitment to storytelling and customer satisfaction, healthcare businesses can thrive in today’s competitive landscape. Let’s embrace the power of StoryBrand to drive success and make a positive impact in the healthcare industry.

Thanks for joining our StoryBrand Book Club: A Healthcare Perspective!