The most powerful tool in healthcare marketing: the voice of patients
Although data and clinical studies have proven the effectiveness of medical devices, it is often a heartfelt story of patience that really makes people take action. When patients share their journey, including their fears, setbacks, and triumphs, it attracts audiences in ways that statistics can never reach. These stories not only affect individual decisions; they have the ability to change perspectives, promote adoption of treatment, and reignite purpose throughout the organization. For many in the healthcare field, they are a powerful reminder of why we should do this work first.
Why Patient Stories Important
Unlike consumer product recommendations that emphasize convenience or style, patient stories deal with life-changing challenges. In my work, these stories capture moments of the devastating effects of severe COPD, when patients are barely able to walk to their mailbox, take a shower confidently, or hang out with family and friends.
In addition to physical symptoms, patients often feel a series of strong emotions, including isolation, anxiety and fear. The weight of these experiences, along with the weight of the hugely improved treatments that follow – creates emotional impacts that cannot be scripted.
Impact can reach every stakeholder. The same video moves a patient seeking treatment can inspire an interventional pulmonologist to provide new procedures or nurse practitioners to consider patients for new treatments, such as support valves.
The power of this audience attitude makes client stories uniquely valuable in an industry where multiple stakeholders (interventional pulmonologists, pulmonologists, primary care physicians, respiratory therapists, patients, families and media) can influence treatment decisions. After watching the patient's video, a doctor gave his mother a recommended bronchial valve treatment (this was successful).
These principles can also work for you. Here are five ways to find and tell a great patient story.
- Let the patient come to you. Where did you find the patient spotlight? The best patient advocates often find you before finding you. One of our patients created their own manuals with QR codes and hung posters in the hallway of the hospital and it was easy to share her story with anyone considering the program . These organic advocates are gold mines of real content because their enthusiasm stems from genuine gratitude, not marketing incentives. Enthusiastic stories are also made through doctors who recognize outstanding results, sales reps who witness moments of change, or through an active patient community on social media. Our favorite medium is film-quality video, which requires extensive preparation and real connection with patients. We spent a full three days with each patient to shoot, helping our team understand the patient’s full journey – not only medical procedures, but also life, treatment pathways and rehabilitation experience before diagnosis.
- Every story is unique. Each patient’s journey is unique and involves specific challenges and victories. Some patients have been looking for treatment options for years. Others referrals from proactive doctors. All have signature activities they long to recover. Understanding these nuances helps shape the real narrative that resonates with multiple patient experiences. The most credible testimony acknowledges complications and setbacks. For example, when the patient says that despite the serious side effects, it will choose the procedure again, it brings incredible weight. This honesty builds trust while meeting regulatory requirements for balancing messaging. The story should acknowledge the potential outcomes of modesty or significant improvements.
- Carefully considered regulatory challenges. Medical device marketing operates in a highly regulated environment, and each information must be disclosed to risks, adhere to FDA clearance instructions, and supported by reliable, verifiable data. Although these requirements seem limited, they actually provide a framework for meaningful, responsible storytelling. These guardrails are not suffocating creativity and help ensure that the narratives of the patients we represent remain true, trustworthy and worthwhile. Patients usually need a disclaimer for storytelling. Be considerate of them. The regulatory language is more natural to suit longer content than the 30-second TV attractions. Plan your content format around compliance requirements rather than trying to squeeze disclaimers into inappropriate space.
- Maximum coverage. The patient’s stories performed well in numerous marketing activities. They are ideal for email and social generator work and often prompt indecisive patient candidates to complete qualification assessments and choose to communicate educationally. Using patient stories in unexpected places like conferences and reception areas can be powerful even for a scientifically conscious medical audience. Interventional pulmonologists (who usually provide cancer diagnosis) told me that they found real inspiration in programs that improve quality of life rather than just expanding survival. The patient’s perspective can even change the culture of the organization.
- True voice promotes authenticity. In the age of artificial intelligence and synthetic content, real patient experiences have become more valuable than ever. There is no algorithm that can replicate the original reality of struggling to breathe, or restore the deep fun of every day moments, such as being able to pick up a grandson. Likewise, many patients with chronic diseases have limited life expectancy. It is important to maintain a respectful relationship and check regularly to make sure that using their story continues to comfort .
Patient Proof embodies the profound task of promoting innovation in medical devices. When executed with authenticity, respect, and strategic thinking, these stories create connections that can not only change marketing metrics, but also change human life. This makes our work important and meaningful.
Photo: Viewapart, Getty Images
Marcee Maroney is vice president of marketing for hilar hilar and is a manufacturer of Zephyr bronchial valves for the treatment of severe emphysema and COPD.
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