Using Case Studies to Document Real Life Outcomes
Case studies are one of my favorite projects to write. Who doesn’t love a good story; particularly one with a happy ending?
How can you use case studies?
A health case study is basically an interview with someone who has used a product or service and gotten good results. They can really make a product come alive, illustrating how someone was able to benefit their health, thanks to your company.
Unlike white papers, where the goal is to stick to the facts, a case study also uses emotion and empathy to show the value that a product brings to real users.
Once a customer success story is identified, getting that customer to give permission to use their story is usually not a problem. Many people love being on stage, so to speak. The interview should include a series of well-designed questions, attempting to draw out all the details and nuggets of information that will make compelling copy. Once the interview is complete, preferably recorded, the case study practically writes itself.
Basic Formula for a Case Study
- Title: Be clear that this is a real-world example.
- Describe the Customer and the Problem: Use demographics to paint a picture of this specific person/company. You want your reader to be able to decide if there is some way in which they can relate to this experience. Don’t be afraid to talk about other products that the customer may have tried that just didn’t fit the bill.
- Present the Solution: This is your product, of course! Indicate where your customer found information on it and where it was purchased. Give the characteristics of your product that filled your customer’s unmet need. Describe how the product was implemented or put into use.
- Results: Be explicit about what your customer experienced with the product. Highlight what they liked best about it. State any facts and figures that indicate increases in sales, efficiency, better health, etc. Adding quotes is a powerful technique.
As a bonus to using health case studies as a sale tool they can help you get media coverage. Success stories abound in trade magazines and business journals. There really is no easier way to showcase your product!
The life of a case study doesn’t end there. Snippets of the text and testimonials can be pasted into numerous other marketing materials, such as white papers, sales brochures, newsletters…you get the picture.
Discover the power of case studies! Just one more way, and a particularly effective way, for you to tell your product’s story.