The Power of Effective Storytelling in Healthcare

The Power of Effective Storytelling in Healthcare
August 7–September 15, 2017 | 24/7 access


Great marketing is storytelling, and nowhere else does storytelling garner more emotion than in healthcare. After all, we are sharing stories that provide hope, instill trust, and inspire people to take action. Stories can save lives. In all healthcare organizations, there are a myriad of stories waiting to be uncovered, but being able to find the right angle, the right data and the right channels for sharing the stories (at the right time) is essential. Just as importantly, the stories and their messages must properly reflect your brand's personality and content strategy, compliment all other communications, and align with your strategic goals. And when they do, you begin to build a "brand narrative" that impacts both internal and external audiences.
SHSMD is excited to offer this new SHSMD ADVANCE™ Certificate Series “The Power of Effective Storytelling in Healthcare”, narrated by expert storytellers, who will guide you through the process of storytelling and share a variety of best practices in and out-of-industry. You will walk away from this course with many actionable ideas ready to be implemented, including:


  1. How to develop your storytelling team across organizational silos to uncover data and content
  2. An understanding of narrative arc and the importance of tying the story to your brand and content strategy
  3. Determining which stories to select, which channels to utilize, and how to create and promote them (iPhone video versus Facebook or blog or all of them)
  4. Metrics for measuring your storytelling success and how to report these findings through internal storytelling methods
  5. How other marketers, both in and outside the healthcare industry, are using stories to advance their brands


This course will consist of six live webcasts, additional resources (articles, checklists, templates), discussion board assignments spurring the sharing of best practices, and a final exam. Completion of all discussion board assignments and successfully passing the exam will result in a SHSMD ADVANCE™ | Credential in Healthcare Storytelling.  

All live webcasts will be held on Tuesdays, from Noon–1:00pm Central. In case you are not able to join the live session, all webcasts will be recorded and available to access (24/7) throughout the duration of the course.

Tuesday, August 8 | Module 1: Why Tell Stories  
Tuesday, August 15 | Module 2: Strategy for Stories
Tuesday, August 22 | Module 3: Telling Stories
Tuesday, August 29 | Module 4: Activating Stories
Tuesday, September 5 | Module 5: Measuring Success
Tuesday, September 11 | Case Studies and FAQ by:

  • Jan Arthur, Director, Clinical and Research Communications and Donna W. Teach, Chief Marketing and Communication Officer from Nationwide Children’s Hospital
  • Kelsey Martinez, Director, Marketing & Communications at El Camino Hospital
  • Rebecca Stewart, Director, News Service and Tina Varona, Manager, Hartford HealthCare News Service and Nick Dethlefsen, Video Production-all from Hartford HealthCare