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Healthcare content3 min read 4 ways patient testimonials are powerful

Patient or member testimonials are a powerful tool for showing how your hospital or health plan positively affects people's lives.

April 14, 2021The Coffey Team

A patient undergoes robotic surgery at your hospital. A member of your health plan receives life-changing diabetes education. Another patient has the latest in cancer treatment.

What do these three topics have in common?

They’re not really about programs and services or the advanced medical technology. Like all stories, they’re ultimately about people.

And the people you want to reach are interested in these real people and their real stories.

If your healthcare content features patient or member testimonials, you're wielding a powerful tool for showing how your hospital or health plan positively affects the lives of people.

How testimonials enhance your healthcare content

We could go on and on about the value of storytelling, but here are just four ways patient testimonials can help you tell your unique and valuable stories:

  1. They show—and don't just tell. You can give readers plenty of information about your services. But that might not have the same influence as one genuine and compelling story that shows how someone’s life was saved or changed because of your care.

Instead, let a patient testimonial take your readers through the emergency room to the operating suite. Show how your experts helped to give someone a second chance.

“They saved my life—no doubt.” — Patient of Butler Health System

  1. They create a circle of caring. What's a circle of caring, you ask? It's an opportunity to step back from self-promotion—from asking your physicians and staff to sing their own praises—and let patients do that for you. They can talk about your organization, from the quality healthcare to the touching kindnesses they received.

What completes the circle? In the same stories, your physicians, nurses and other healthcare providers can share how rewarding it is to care for people and make a difference in their health and lives.

Readers see how great your healthcare is and get a comforting sense of the devoted and caring people who deliver it.

“I felt like they were there to help me feel healthier and feel better.” — Patient of Mercy Catholic Medical Center – Mercy Fitzgerald Campus

  1. They inspire. Heartfelt, even harrowing, patient stories touch us. They give us goosebumps—and hope. They show us the resilience of humans and the wonders of medicine.

They help us believe we can face adversity, take control of our health and live happier lives. They're also the kind of captivating content that people want to comment on—and share with their friends and family—on social media: #InspiringStory. In some cases, patient stories will come to you. Here's an idea that can help you make that happen. Add a "Tell us your story" link on your website. Use it to start conversations with people who may have compelling stories to share. Just remember to get written permission and make sure that all your healthcare marketing adheres to the HIPAA Privacy Rule.

  1. They show the true benefits of medical technology. You could prepare a press release that outlines the benefits of your hospital’s newest technology. Or you could put a face on the story and show how someone benefited from fewer side effects and less treatment downtime. Which would you rather read?

“I had no fatigue, no skin irritation—not one side effect. There’s nothing I couldn’t do after a treatment.” — Patient of Southeast Georgia Health System

Let Coffey help

Your patient stories are unique to your organization. Coffey's editorial team specializes in helping our clients tell their exclusive tales well. We treat these stories with care—and with respect for all the people involved, from physicians to patients to family members. And we have experts in healthcare marketing strategies who know the HIPAA privacy rules.

We'd love to help you too. Contact us for more information about all our healthcare content services.