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Tag Archives: Hospitals

6 ways to shape your hospital’s brand through stories

There’s been a lot of discussion about the importance of story in business. But decades of research has shown that not just any narrative will do. It’s personally engaging narratives that have the power. Here’s how to bring the power of story into your social media mix and firmly plant your brand’s values into your readers’ memory.

Human minds rely on story to understand and remember

Quickly: Pick a favorite scene from the movie, “Star Wars.” No matter how long it’s been since you’ve seen it, I’m sure you can remember at least a dozen details—who the characters were in the scene, what they were wearing, what they were doing. Maybe even colors or sounds.

That’s an example of the power of personally-engaging stories. After generating more than 800 scientific studies across 15 disciplines, researchers all agree that stories are the most effective way to communicate facts and concepts—and to anchor those concepts into memory.

Not just any story will do

In terms of comprehension and recall, research keeps showing us that when we “see” and “hear” and “sense” what we read in a story, that “experience” represents reality in our minds far better than the most impressive numbers or bar charts ever could.

That’s why not just any narrative with a beginning, middle, and end will work. It’s personally engaging stories that have the real power. When readers can imagine themselves experiencing the story, that’s when their minds anchor the story into memory.

How to use social media to convey your brand—and make it stick

1. Gather ‘happy ending stories. Coach employees to share and listen to stories whenever they’re communicating with patients. Then, turn those encounters into brief patient stories that illustrate your brand’s values. For example, stories of how you’ve welcomed patients, or managed patients’ belongings—any story that ends up with things going well for the patient.

2. Use your stories to create patient-story-based blogs. Set a goal to post one story a week. Within the content, include a Twitter hyperlink or a sidebar that says, “Tweet This.”

3. Create a Pinterest pinboard with patient pictures and stories. The great thing about Pinterest is that the “main character” in the story is the real star. Your organization seems to take a back seat, but your values shine through.

[RELATED: Craft messages that resonate with internal and external audiences and moves them to act.]

4. Tweet each story’s headline or key message, then link followers to its blog or pinboard. If a story is ongoing, be sure to keep everyone posted.

5. If a patient posts a complaint on your Facebook page, don’t avoid it—use it! This could actually be a great opportunity to support your brand. Use this as the beginning of a story your followers can witness as it unfolds. Do whatever you can—as soon as you can—to turn that conflict into a story with a happy ending.

6. Create an internal “Facebook” site where employees can share inspiring stories about their experiences with patients. Sharing patient successes goes a long way to deepen internal branding for your employees. That means they’re more likely to live the brand when dealing with your patients.

Share personally engaging stories with your readers and help them feel for themselves what your brand is really about.

Previously published material.

Would CHS sell its ‘crown jewel’ hospitals in Fort Wayne?

The face of Community Health Systems would change dramatically if the hospital giant accepted a physician-led buyout offer for its eight hospitals in Fort Wayne, Ind. The eight hospitals that comprise the Lutheran Health Network generate 15% to 20%…
Modern Healthcare Breaking News

How hospitals use kiosks to serve patients and visitors

From train stations to shopping centers and health care facilities, kiosks are growing in popularity, and for good reason.

Interactive touchscreens are helping hospitals and practitioners schedule surgical procedures, provide information to patients and serve as virtual receptionists. The result? A happier, less stressful health care experience. Consider how the following can enhance patient engagement and customer experiences:

Electronic patient information

Interactive multimedia consoles save costs in printing and paper as brochures and other literature are removed from circulation. More important, patients can sign in for appointments without assistance. Also, wait times are reduced and staffers are freed up to focus on helping others.

Kiosks also help people with visual or hearing impairments and those who might have difficulties communicating in English. For example, many kiosks provide a hearing loop that enables people to listen to information, rather than reading it on a screen.

In addition, patients can circumvent reading and instead tap buttons to make language selections. This is a significant benefit to folks whose first language is not English.



Navigational technology shows patients—via interactive 2D and 3D maps—the location of their appointment within the facility and the fastest route to get there. This can help people get to their appointments on time, enhancing operational processes in offices and labs.


The National Health Service has turned to payment kiosks to let patients pay for prescriptions and other health-related services and products without devoting staff to process transactions. This can help health care facilities and physicians to save money.


Interactive kiosks are an engaging way to pass time and occupy visitors. They provide access to TV and Internet browsing in waiting areas and in hospital wards. The technology is often used as a resource for patient education, too. In addition, touchscreens can be used in staff areas in the form of vending machines and TV hubs.

George H M Webb is a content media executive for Cammax Limited, a leading kiosk and touchscreen provider.

(Image via )

This article was first published in April 2016.

Medicare offers hospitals cash to rev up cardiac rehab participation

The CMS is about to try rewarding hospitals that can get eligible patients to show up for cardiac rehabilitation. But cardiologists think it will take something more creative than financial incentives to get some patients to go.
Modern Healthcare Breaking News

Patient APM notifications could mean lots of money lost for hospitals

Hospitals say a proposal to have them notify patients that their coverage may have changed as a result of an alternative payment model would result in high penalties and be costly to administer.
Modern Healthcare Breaking News

CHS will sell more than the 12 hospitals currently on the market

Community Health Systems this year expects to sell more than the 12 hospitals that are already up for sale, Chief Financial Officer Larry Cash said Wednesday.
Modern Healthcare Breaking News

Hospitals face record penalties as CMS expands criteria for readmissions fines

The financial penalties would start to hit hospitals in October, but they would be based on readmissions during the three years that ended with June 2015.
Modern Healthcare Breaking News

State negotiates cost-saving pricing with large hospitals

Montana officials are touting a new pricing plan negotiated with the state’s largest hospitals that could save $ 25 million over the next two years in health care costs.
Modern Healthcare Breaking News

University Hospitals will provide joint replacement care to GE health plan members

General Electric has selected University Hospitals, Cleveland, to provide joint replacement surgery to eligible out-of-state health plan members.
Modern Healthcare Breaking News

Video: Crash reenactment highlights hospital’s trauma work

Footage for many hospital videos is typically limited to the sterile space of health care facilities. Not the case, however, for Barton Health.

Communicators and providers at Barton teamed up with Tahoe Production House to tell the story of Marty Greene, a mother of four young children who was seriously injured in a car wreck. The six-minute documentary recently premiered at Barton’s Foundation Gala, which is appropriate, given that Greene is employed by that organization. 

White paper: Today’s internal communications challenges and how to remedy them.

According to Tahoe Production House, one especially interesting aspect of the project was reenacting the crash that the 39-year-old Greene was in, as she played the patient in the video.

Take a look: