How to Write Patient Stories That Make an Impact

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This was written by Aha Media Senior Writer Amy Paturel.

When my son, Jack, was 14 months old, we learned he had a rare heart condition called a double aortic arch, or vascular ring. The condition is marked by an extra branch that stems from the heart, encircling the esophagus and trachea like a vise. The result: Kids sound like a truck motor when they breathe and have trouble swallowing.

We were terrified. Google searches yielded plenty of data, but almost nothing from patients who had been there, done that. Because of the lack of information available, I wrote about our experience for Good Housekeeping magazine.

A few weeks after the magazine hit newsstands, the marketing team at Rady Children’s Hospital in San Diego — where my son received care — called and asked me to share Jack’s story in an advertorial for San Diego Magazine.

Why Are Patient Stories Important in Healthcare Marketing?

Patient testimonials are powerful marketing tools. When you’re facing a new diagnosis, you want to know about the patient experience. Hearing from someone who experienced the same condition — and came out OK on the other side — is not only comforting, but it may lead you to seek out the same healthcare team.

You can’t overstate the value of patient testimonials. Among the perks for healthcare marketers:

Patient stories are covert healthcare marketing

Patient stories pack an emotional punch. Sharing an impactful story makes readers feel something. These patient stories bring your facility — and team — to life.

From my story, readers learned our doctor was a “toddler whisperer” who uncovered a condition several other physicians missed. For a person seeking excellent, compassionate healthcare from real people — not just from a faceless facility — these details create an emotional response that may lead to action. Patient stories are often a vehicle that spurs readers to call.

Stories may even affect patient outcomes

Reading patient stories can help people feel better. Research published in the Annals of Internal Medicine compared 2 groups of patients with high blood pressure. The study found that patients who watched videos featuring stories similar to their own could better control their blood pressure than those who watched a generic health improvement video.

Patient testimonials are powerful marketing tools. When you’re facing a new diagnosis, you want to know about the patient experience.

How to Find Patient Stories for Healthcare Marketing

Masterminding ways to spot and capture those patient stories can feel overwhelming. Never fear. These 4 key strategies can streamline the process:

1. Talk to staff: Ask them to recall their most complex case, memorable patient or emotional patient interaction. Compelling patient stories come from physicians, nurses and other providers who care for patients.
2. Monitor social media: Ask your hospital’s social media team if any stories or positive shout-outs have been posted to Facebook, Twitter, Instagram or TikTok. A small post on a social channel can alert you to an inspiring patient story. And set up Google Alerts for your hospital’s name, like Rady Children’s Hospital did to learn about mine.
3. Select the right sources: Consider where you’ll use the story. Are you trying to increase volume in a particular service line? Attract new donors? Or secure more diverse patients (or staff)? Use these questions to guide your search. And once you find a source, don’t overuse them. One ask is great. Three or four? Not so much.
4. Find the story first, format second: Too often, healthcare marketers find a customer story and think, “Patient story video!” or “Article!” First, spend the time to truly understand the story, and then decide the content format. You can use the story in many ways if you free your mind from one content type and instead focus on the natural beauty of the patient narrative.

How to Write Patient Stories for Healthcare Marketing

A patient story template

An absorbing testimonial from grateful patients creates an immersive experience for readers. That powerful first-person account can help potential patients feel confident when putting their lives — or their loved ones — in the hands of your team. But how do you write a patient story that balances the narrative with the need to promote the hospital?

Learn the steps to creating patient stories by reading the rest of the article.