WordWrite President and CEO Paul Furiga presented this at the Hospital and Healthsystem Association of Pennsylvania Annual Public Relations Conference in Harrisburg, Pa.
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. 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
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. Takeaway # 2
• Every hospital has great stories to tell.
The most important story is its own.
#HAPstory
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. 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. Takeaway #3
• Your hospital story must answer: Who are
we? How did we get here? What will we
achieve?
#HAPstory
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. What makes a good story?
• An authentic archetype
21. How you do it
• Adapt old, authentic archetypes
23. Takeaway #5
• Classic story archetypes are the best
framework for successful 21st century
hospital storytelling.
#HAPstory
24. Some tools for you: strategic
• Five Burning Questions Assessment
25. Some tools for you: just do it!
• Map your story’s
characters and
their roles
26. Some tools for you
• Plot where you want the story to go
27. Now you’re the storyteller!
• What’s your organization’s BEST
current story?
• Let’s map it out!
28. Now you’re the storyteller!
• Who are the characters who drive your
story?
• Let’s share some examples . . .
29. Now you’re the storyteller!
• What is the ideal “plot line” and “happy
ending” for this story?
• Let’s share some examples
30. Takeaway #6
• Think like a storyteller and find the
characters and “happy endings” in
every story you develop for your
hospital.
#HAPstory
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
Editor's Notes
dancing and Leading the Profession
Elise Dempsey, RN, PhD
Senior director for clinical improvement
Catholic Healthcare West, San Francisco
Dempsey’s passion and effectiveness essentially guarantee a project’s 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.
Dempsey acknowledged her team of colleagues upon accepting the award. “Nursing informatics is still really a young field,” she noted. “After collecting data, we transfer that data into information, and then into knowledge — knowledge about our patients and the care that we’re providing.”
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