The Importance of Storytelling in Digital Marketing

Posted by Jim Matuga

Jun 15, 2015 2:54:00 PM

If you are a health care professional, you more than likely set goals each and every week, month and year.  At the end of the term, you probably sit down and assess if you reached those goals, what you did well and what you could've done better.

As a marketing executive who works closely with health care organizations, I have had to develop a content process in order to best reach the goals we set for our clients.  This content process is based off of creating compelling content in the form of storytelling.

Good Storytelling


In health care, your goals may include getting new patients, educating existing patients or raising awareness on a specific medical issue.  I have found these goals can be met with effective storytelling, primarily through videos, testimonials or blogs.

With any story, you need to create a compelling message that is going to entice your audience.  Once you have the message, it's a matter of crafting it in a way that is going to be most engaging.  

You may want your story to be an emotional testimonial coming from a cancer survivor or a patient who received knee replacement surgery who is now able to do the things he or she loved before being injured. You may want the story to be coming from a doctor warning you about the risks of not receiving annual mammograms or colonoscopies.  

Whatever it is you want to focus on, it needs to be relevant, reliable and recent.

Content Process

Below you will find an overview of the content process InnerAction Media has developed:

  1. Ask yourself, "What is the goal?"
  2. Develop personas:  Who is your target audience?
  3. Create compelling content:  What are you going to say?
  4. Content promotion:  How do you get action?
  5. Analytics:  What did you do well?  Not so well?

To download the detailed info graphic, click below:


Getting Results

Everyone has a story to tell. Once you know your story and use it to your advantage, it's only a matter of time before you see your organization grow.  

A good story is one that resonates with your target audience and leaves them wanting to perform an action afterward, whether it is scheduling an appointment, visiting your social media pages, your website directly or reading more blog posts to be educated.

Later this week I will be speaking at the Hospital Marketing National Conference in Atlanta, Georgia. This year, the conference is centered around the best practices for marketing your health provider to prospective patients. I will be focusing on the importance of storytelling in digital marketing and how using it effectively can greatly impact the goals you set each year.

I firmly believe that good storytelling can gain your organization more patients, authority and credibility.  

To see more stories that IAM has had the chance to share, visit our Vimeo page or check out some video case studies here.


Thanks for reading,


Jim Matuga

Written by Jim Matuga

Jim Matuga is the founder and President of InnerAction Media, a marketing agency in Morgantown, WV. His new book available on AMAZON, Marketing Matters, was inspired by his regular column in the State Journal. You can listen to his weekly podcast “Positively West Virginia” on iTunes, Spotify and Google Play. He has extensive experience in leadership positions with West Virginia media companies, including newspapers, TV, cable, direct mail, radio, agency and digital.

Topics: advertising, Strategy, Storytelling, Content Process, Digital Marketing