Telling, and Selling,
Your Hospital Quality Story
How Storytelling Can Deliver Happy Endings
For You and Your Hospital
#HA...
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 storytelling
• “Stories create the emotional context
people need to locate themselves in a
larger experie...
Why storytelling in healthcare?
• “It is a competitive advantage for you to
have a unique voice . . . Companies
with uniqu...
Why storytelling in healthcare?
• Because we invented “antiseptic!”
Why storytelling in healthcare?
• Well, what happens in hospitals??
• Lives begun
• Lives healed
• Lives saved
• Miracles
...
Takeaway # 2
• Every hospital has great stories to tell.
The most important story is its own.
#HAPstory
So what’s your great story?
So what’s your great story?
• “The hospital provides residents a wide
array of medical, surgical, laboratory
and rehabilit...
So what’s your great story?
• “I just finished reading Tribes by Seth Godin,
which argues that leadership requires a
manif...
Takeaway #3
• Your 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 you’re
connected
Takeaway #4
• Your authentic healthcare story is
rooted in fact, shared by a fluent
storyteller and continually evolves to...
What makes a good story?
• An authentic archetype
How you do it
• Adapt old, authentic archetypes
How you do it
• Create new story archetypes
Takeaway #5
• Classic story archetypes are the best
framework for successful 21st century
hospital storytelling.
#HAPstory
Some tools for you: strategic
• Five Burning Questions Assessment
Some tools for you: just do it!
• Map your story’s
characters and
their roles
Some tools for you
• Plot where you want the story to go
Now you’re the storyteller!
• What’s your organization’s BEST
current story?
• Let’s map it out!
Now you’re the storyteller!
• Who are the characters who drive your
story?
• Let’s share some examples . . .
Now you’re the storyteller!
• What is the ideal “plot line” and “happy
ending” for this story?
• Let’s share some examples
Takeaway #6
• Think like a storyteller and find the
characters and “happy endings” in
every story you develop for your
hos...
Thank you!
Paul Furiga, ABC
President
WordWrite Communications LLC
10475 Perry Highway Suite 104
Wexford, PA 15090-9213
ht...
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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.

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  • Telling, and Selling, Your Hospital Quality Story

    1. 1. Telling, and Selling, Your Hospital Quality Story How Storytelling Can Deliver Happy Endings For You and Your Hospital #HAPstory
    2. 2. Why storytelling? • Once upon a time . . .
    3. 3. Why storytelling? • Because of . . .
    4. 4. Why storytelling? • Our old brains struggle in a new world
    5. 5. Why storytelling? • Reaching the “old brain”
    6. 6. Why storytelling? • Reaching the “old brain”
    7. 7. 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
    8. 8. 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
    9. 9. Why storytelling in healthcare? • Because we invented “antiseptic!”
    10. 10. Why storytelling in healthcare? • Well, what happens in hospitals?? • Lives begun • Lives healed • Lives saved • Miracles • Do we deserve to tell that story or what?
    11. 11. Takeaway # 2 • Every hospital has great stories to tell. The most important story is its own. #HAPstory
    12. 12. So what’s your great story?
    13. 13. 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!
    14. 14. 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
    15. 15. Takeaway #3 • Your hospital story must answer: Who are we? How did we get here? What will we achieve? #HAPstory
    16. 16. Your authentic story: • Rooted in fact
    17. 17. Your authentic story: • Shared by a fluent storyteller
    18. 18. Your authentic story: • Continually read your audience to ensure you’re connected
    19. 19. Takeaway #4 • Your authentic healthcare story is rooted in fact, shared by a fluent storyteller and continually evolves to resonate with your audience. #HAPstory
    20. 20. What makes a good story? • An authentic archetype
    21. 21. How you do it • Adapt old, authentic archetypes
    22. 22. How you do it • Create new story archetypes
    23. 23. Takeaway #5 • Classic story archetypes are the best framework for successful 21st century hospital storytelling. #HAPstory
    24. 24. Some tools for you: strategic • Five Burning Questions Assessment
    25. 25. Some tools for you: just do it! • Map your story’s characters and their roles
    26. 26. Some tools for you • Plot where you want the story to go
    27. 27. Now you’re the storyteller! • What’s your organization’s BEST current story? • Let’s map it out!
    28. 28. Now you’re the storyteller! • Who are the characters who drive your story? • Let’s share some examples . . .
    29. 29. Now you’re the storyteller! • What is the ideal “plot line” and “happy ending” for this story? • Let’s share some examples
    30. 30. Takeaway #6 • Think like a storyteller and find the characters and “happy endings” in every story you develop for your hospital. #HAPstory
    31. 31. Thank you! Paul Furiga, ABC President WordWrite Communications LLC 10475 Perry Highway Suite 104 Wexford, PA 15090-9213 http://card.ly/wordwritepr paul.furiga@wordwritepr.com http://www.linkedin.com/in/paulfuriga http://www.twitter.com/paulfuriga
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