As communicators in biopharma, we know that storytelling is key to conveying complex science, data readouts, and implications for human health.
Author Jeff Gothelf shared in Harvard Business Review a few years back that, “A poor storyteller can butcher even the best ideas, while a strong storyteller can present a daunting concept with care and compassion for their audience.”
Why is that?
Cognitive neuroscientist and behavioral economist Gleb Tsipursky says that “using stories speaks to emotions, inspires engagement, and is memorable.”
He says that stories tap into social intelligence, which he refers to as “the strategic capacity to evaluate and influence other people’s emotions and relationships.”
Translating these highly relatable stories into digital media that can still effectively convey key messages while also leveraging that social intelligence doesn’t come without its challenges.
A digital communications literature review last year published in the journal, Management Review Quarterly, put it this way:
“Compared to traditional communication, digital communication brings along distinct characteristics, such as changes in information flows, the density of information, or the timing of communication.”
The Center for Digital Storytelling recommends these seven elements of digital storytelling: 1. Point of View, 2. A Dramatic Question, 3. Emotional Content, 4. The Gift of Your Voice, 5. The Power of the Soundtrack, 6. Economy, or not overloading the viewer, and 7. Pacing.
How are you rethinking storytelling in the digital era?