telling, and selling, your hospital quality story

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WordWrite President and CEO Paul Furiga presented this at the Hospital and Healthsystem Association of Pennsylvania Annual Public Relations Conference in Harrisburg, Pa.

TRANSCRIPT

Lets Get Real: How and Why Your Organization and Clients Must Communicate Authentically Today or Suffer the Consequences

Telling, and Selling,Your Hospital Quality StoryHow Storytelling Can Deliver Happy Endings For You and Your Hospital

#HAPstory

Why storytelling?Once upon a time . . .

Why storytelling?Because of . . .

Why storytelling?Our old brains struggle in a new world

Why storytelling?Reaching the old brain

Why storytelling?Reaching the old brain

Takeaway #1: Why storytellingStories create the emotional context people need to locate themselves in a larger experience. Scott Bedbury, Brandstream (formerly led Nike and Starbucks marketing)#HAPstory

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

Why storytelling in healthcare?Because we invented antiseptic!

Why storytelling in healthcare?Well, what happens in hospitals??Lives begunLives healedLives savedMiraclesDo we deserve to tell that story or what?

Takeaway # 2Every hospital has great stories to tell. The most important story is its own.

#HAPstory

So whats your great story?

So whats 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!

So whats 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

Takeaway #3Your hospital story must answer: Who are we? How did we get here? What will we achieve?

#HAPstory

Your authentic story:Rooted in fact

Your authentic story:Shared by a fluent storyteller

Your authentic story:Continually read your audience to ensure youre connected

Takeaway #4Your authentic healthcare story is rooted in fact, shared by a fluent storyteller and continually evolves to resonate with your audience.

#HAPstory

What makes a good story?An authentic archetype

How you do itAdapt old, authentic archetypes

How you do itCreate new story archetypes

Takeaway #5Classic story archetypes are the best framework for successful 21st century hospital storytelling.#HAPstory

Some tools for you: strategicFive Burning Questions Assessment

Some tools for you: just do it!Map your storys characters and their roles

Some tools for youPlot where you want the story to go

Now youre the storyteller!Whats your organizations BEST current story?Lets map it out!

Now youre the storyteller!Who are the characters who drive your story?Lets share some examples . . .

Now youre the storyteller!What is the ideal plot line and happy ending for this story?Lets share some examples

Takeaway #6Think like a storyteller and find the characters and happy endings in every story you develop for your hospital.#HAPstory

Thank you!Paul Furiga, ABCPresidentWordWrite Communications LLC10475 Perry Highway Suite 104Wexford, PA 15090-9213http://card.ly/wordwriteprpaul.furiga@wordwritepr.comhttp://www.linkedin.com/in/paulfurigahttp://www.twitter.com/paulfuriga

dancing and Leading the Profession

Elise Dempsey, RN, PhDSenior director for clinical improvementCatholic Healthcare West, San Francisco

Dempseys passion and effectiveness essentially guarantee a projects success. Dempsey has championed the electronic health record at this large, multihospital organization for many years. Managing clinical IT projects in which all hospital systems and processes are fully replaced in a 48-hour period has been compared to overhauling an airplane while in flight. But Dempsey effortlessly led thousands of hospital personnel and clinicians through this massive change, making what seems impossible, possible.

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