Example Reflection – Storytelling

Challenge & Selection

I work in the pharmaceutical industry, my challenge is to connect the doctor with what the  patient feels, and how it can affect the patient's life if they cannot receive the appropriate  treatment and their quality of life deteriorates.

If I can connect effectively with the doctor's emotions, and can make the doctor ask  himself, What would happen to this patient if I don't do something now? It is essential to  change his perspective on my product and how it can help transform the patient's life.

For this I have chosen the Storytelling tool, I believe that by connecting the doctor with a  real story, or better yet, with the person within that story, the doctor will be able to  understand or feel how the patient will be affected if he does not act on time. And the  solution for this is the product that I offer.

In the video it is mentioned that: "Every great brand has a story and that story connects  with emotions", this is precisely what I try to do with this tool, connect with the doctor's  emotions, put him in the patient's place.

In the video he also mentions: “I think storytelling incorporates a different element: it is not  about a list of things to do, it is about the connection we offer people about the  information we want to share. A good story is, in essence, communicating a logical  message, with an emotional connection and with a greater purpose. ”It is exactly what I try  to do, not only to deliver information, I want to connect on an emotional level.

Application

To begin , I collected stories of real cases, which had documented evidence, requested the  appropriate material from the departments in charge and studied them, trying to connect  with who was inside the story, trying to make it mine.

I began to ask what the objectives of the doctors were when treating their patients, and  with their answers, I tried to provide a solution using a story that suits the needs of each  doctor. I began to notice that the doctors began to pay more attention to my message,  they felt listened to, since I gave them a solution that was adapted to what they wanted.

In the following interactions, the doctors were more open to receive me, and to listen to  me, and now it was they who told me the stories of their patients, I contrasted them with  the stories that I told, and it was easier, the solution appeared by itself.

Insight & Approach

Through this exercise I learned that it is very important to connect with the emotions of my  clients, understand what their needs are, and how I can give an appropriate message with  the story of a third party. Scientific information is very important, but I need the doctor to  connect these solutions with his own emotions and those of his patients.

It is very important to know how to listen to the client, so we will know the right moment  and message, adapted to what each client needs.

I still do not have the productivity data of my interactions, but, at least I have been able to  observe a better attitude on the part of my clients, with time I am sure that this will be  transformed into greater productivity.

