A highly successful internist we know frequently enhances his doctor-patient encounters with low-key, casual (but purposeful) chitchat. It turns out that the friendly anecdotes always have a useful healthcare punch line. He skillfully brings home a vital clinical lesson or advice wrapped in an interesting, disarming and personable story. “Doctor Bill,” our internist friend, polished […]
Not long ago a colleague of mine met separately with two different doctors about the continuing sciatica pain they were experiencing. The first doctor quickly produced a ready-made patient instruction sheet, commenting (every-so-briefly) about the benefits of weight loss, diet and exercise. (It was a minimalist “do-this-and-call-me” message that had no sticking power, and the message all […]
The simple fact is that the art of storytelling is a powerful tool in healthcare marketing. In broadcast or print advertising for example, a good-health storyline is often the message fabric that engages and attracts new patients. Storytelling is common and easy to spot in external communications, but sadly, it’s underutilized (or forgotten) inside the […]
