Telling Your Story Through Media Telling Your Story Through Media.
Telling, and Selling, Your Hospital Quality Story
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21-Oct-2014 -
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Transcript of Telling, and Selling, Your Hospital Quality Story
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Telling, and Selling,Your Hospital Quality StoryHow Storytelling Can Deliver Happy Endings
For You and Your Hospital
#HAPstory
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Why storytelling?• Once upon a time . . .
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Why storytelling?• Because of . . .
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Why storytelling?• Our old brains struggle in a new world
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Why storytelling?• Reaching the “old brain”
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Why storytelling?• Reaching the “old brain”
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Takeaway #1: Why storytelling• “Stories create the emotional context
people need to locate themselves in a larger experience.”
— Scott Bedbury, Brandstream(formerly led Nike and Starbucks marketing)
#HAPstory
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Why storytelling in healthcare?• “It is a competitive advantage for you to
have a unique voice . . . Companies with unique personalities give themselves a leg up because people want to embrace other people . . . we all dislike antiseptic and bland corporate communications. .”
— Dick Costolo, new Twitter CEO
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Why storytelling in healthcare?• Because we invented “antiseptic!”
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Why storytelling in healthcare?• Well, what happens in hospitals??
• Lives begun
• Lives healed
• Lives saved
• Miracles
• Do we deserve to tellthat story or what?
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Takeaway # 2
• Every hospital has great stories to tell. The most important story is its own.
#HAPstory
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So what’s your great story?
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So what’s your great story?• “The hospital provides residents a wide
array of medical, surgical, laboratory and rehabilitative services using state-of-the-art technology in an intimate, community hospital setting . . . this essential community hospital has earned one of the highest patient satisfaction rankings in the country.”
BLAH!
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So what’s your great story?
• “I just finished reading Tribes by Seth Godin, which argues that leadership requires a manifesto. I think that the manifesto is a story. It resonates because it is so intensely personal. Who are we? How did we get here? What will we achieve . . . Lest technology – heck, anything – subsume the patient, we need to tell better stories.”
Elizabeth Han, biomedical engineer,University of Toronto Bloorview Hospital
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Takeaway #3
• Your hospital story must answer: Who are we? How did we get here? What will we achieve?
#HAPstory
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Your authentic story:
• Rooted in fact
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Your authentic story:
• Shared by a fluent storyteller
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Your authentic story:
• Continuallyread youraudience toensure you’reconnected
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Takeaway #4
• Your authentic healthcare story is rooted in fact, shared by a fluent storyteller and continually evolves to resonate with your audience.
#HAPstory
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What makes a good story?• An authentic archetype
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How you do it• Adapt old, authentic archetypes
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How you do it• Create new story archetypes
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Takeaway #5• Classic story archetypes are the best
framework for successful 21st century hospital storytelling.
#HAPstory
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Some tools for you: strategic• Five Burning Questions Assessment
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Some tools for you: just do it!• Map your story’s
characters andtheir roles
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Some tools for you• Plot where you want the story to go
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Now you’re the storyteller!• What’s your organization’s BEST
current story?
• Let’s map it out!
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Now you’re the storyteller!• Who are the characters who drive your
story?
• Let’s share some examples . . .
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Now you’re the storyteller!• What is the ideal “plot line” and “happy
ending” for this story?
• Let’s share some examples
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Takeaway #6• Think like a storyteller and find the
characters and “happy endings” in every story you develop for your hospital.
#HAPstory
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Thank you!Paul Furiga, ABC
President
WordWrite Communications LLC
10475 Perry Highway Suite 104
Wexford, PA 15090-9213http://card.ly/wordwritepr
http://www.linkedin.com/in/paulfuriga
http://www.twitter.com/paulfuriga