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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  • dancing and Leading the Profession
    Elise Dempsey, RN, PhD
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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