Business of Story #473: Why Building Trust With Your Storytelling is the Best Medicine
Jul 22, 2024
Dr. Jessica Vogelsang, a veterinarian and chief medical officer at the American Animal Hospital Association, passionately discusses the power of storytelling in veterinary medicine. She shares how narratives can build trust with pet owners, emphasizing empathy over authority. Jessica reflects on her journey from a young animal lover to a bestselling author, highlighting her book's mission to facilitate conversations about pet loss. She also addresses industry burnout and the importance of sharing success stories that resonate with families.
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Center Stories On Pets And Families
- Story-centered marketing builds trust by focusing on the pet and family outcome rather than dry facts.
- People remember successful outcomes like saved pets, which motivates them to trust and act.
Blogging Grew From Personal Vulnerability
- Jessica started a blog in 2009 and grew readership by sharing personal stories, including her dog's lymphoma journey.
- Readers connected when she admitted veterinarians share the same fears as owners.
Use Stories To Build Preappointment Trust
- Encourage veterinarians to share personal stories to build rapport and trust with clients before crises occur.
- Use storytelling between appointments to create relationships so owners will trust medical guidance later.