Data & storytelling: Where two powerful worlds collide

Explore the ways we're bringing data to life with innovative storytelling

Produced by: Georgina Mason

Data is information, and information is power. To make that prescription switch or trust in a novel medication physicians need to make comparisons, to evaluate the safety, efficacy, and effectiveness of treatments. Strong data is paramount, preferably with real world evidence.

Giving healthcare professionals the information that they need to provide the best possible care is vital. But on its own is it enough?

In the words of Albert Einstein ‘Not everything that can be counted counts and not everything that counts can be counted’. How for example do you show the genuine importance of treating hidden symptoms of MS, or the extra moments of a ‘real life’ lived in remission – can a percentage really convey all this means to the patient?

Data is a tool for enhancing intuition, but alone it is rarely meaningful. It is a roadmap based on metrics that doesn’t explain why you’re acting or the true impact when things change.

Data’s core advantage is that it tells you something about the world that you never knew before, but the key part is having the curiosity, skill, and tools to analyse it. The real value comes when you can use data to drive action and make a tangible difference. To illuminate and inspire your data needs soul.

That’s where great story telling can come in, indisputably cutting through the noise. Stories enable you to have empathy and resonate deeply on a human level. In healthcare, it’s a powerful way to bridge the worlds of patients, clinicians, families, and policy makers, helping us to find common understanding that can improve the lived experience of giving and receiving care. But using empathy without evidence will not work. Nor will evidence without empathy. It is only when the two are combined that the magic will happen.

Creating a data story enables you to leverage evidence by putting it into context and framing the broader implications. It builds a compelling narrative that’s tailored to a specific audience. People understand the complex through a deeper connection because they know robust data is the essential guiding source behind the message they receive.

What makes a good data story?

1.     Determine what data matters and analyse it to elucidate insights that can inform your narrative. Don’t let surplus data dilute your point.

2.     Know your target audience – people will respond when it’s not only personalised but is relevant and meaningful. Focus on what you know will truly resonate.

3.     It’s key to let the data tell the story, but imperative to create a structure. Set the scene, provide insights that lead to that ‘lightbulb moment’ and direct with a strong call to action.

4.     An effective data story should be relevant and use timely data. It should be clear, concise, and visual.

5.     Don’t confuse this with data visualisation which supports points along the narrative. Data storytelling is different. It relies on topic expertise and communication skills to craft the data analysis and visual concept into a formidable hit that can explain the ‘what, when, why, and who’. Data story telling gives you a finely focused bigger picture.


Why data storytelling is the future?

At Mednet Group we produce data-driven, hyper-personalised campaigns, content and platforms that deeply engage customers and create lasting, authentic connections. What we have found truly startling is the rise in impact and reach this approach achieves, skyrocketing click through rates to 46% vs the industry average (4%). Story telling with data humanises the healthcare experience and the benefits are multi-fold.

·     Empowering healthcare professionals to easily absorb, understand and make informed decisions more quickly and confidently

·     Fuelling better healthcare outcomes by increasing retention of knowledge and joining the dots in clinical practice

·     Connecting with patients in a way that’s relatable, increasing engagement and raising awareness and understanding

·     And if people understand the impact of data, they are more likely to take action and make meaningful changes based on your evidence

Data storytelling is one of the most progressive techniques for both building a strong brand identity and driving campaigns that work. A story told with data will change the way you see the world. And new and emerging tech will only unlock further possibilities.

Seeking to elevate the way customers interact with your brand?

Seeking to elevate the way customers interact with your brand?

Seeking to elevate the way customers interact with your brand?