Storytelling that's fit to print

Before she became the managing editor of two Kettering Health publications, Carrie Bebris, MA, had written everything from profiles of people to gaming magazine content. She's even penned two award-winning mystery novels, a background that often informs her approach to crafting and editing compelling hospital patient testimonials.

"I'm not afraid to use fiction writing techniques, like foreshadowing, pacing and dialogue, to tell that patient story and tug on the heart strings of the reader," Bebris says. "Obviously, the patient made it since we're profiling them. We kind of know how the story ends, but it's the journey in between that takes readers for that ride."

Bebris and her team (including writers with strong narrative nonfiction backgrounds) have received positive feedback from readers who, in some cases, have followed up on their own health because of the Kettering patient stories they've read. Bebris attributes part of that to their regular use of sensory details and scene-setting—a "show, don't tell" approach that, in one article, placed readers inside Arrowhead Stadium as the Kansas City Chiefs and the Cincinnati Bengals took the field in overtime.

Patient stories tend to follow the classic hero's journey structure, a term coined by mythologist Joseph Campbell, Bebris notes.

"Every Disney movie uses that structure," she says. "You have this ordinary person who suddenly finds themselves forced by circumstances to embark on a journey they never planned to be on. It's the story of how they managed to get through it."

The power of print

Strive, the magazine Kettering Health produces with Coffey, regularly features powerful patient stories, and there's a reason for that. Putting a face to a story helps readers to identify with the patient at the heart of a health challenge in ways other types of health content cannot, Bebris says. And print (along with digital and video, which Kettering Health also uses) remains a powerful channel for sharing those journeys.

"Print is the last place you can still go to read something uninterrupted," Bebris says. "If you're trying to read something online, there can be so many interruptions, whether it's flashing ads or links to five other related articles.

"Whereas there is something different about sitting down, with your cup of coffee and something that doesn't have an on-and-off switch, and just reading an article from start to finish."

Bebris "absolutely" believes compelling content is equally as important as other articles. Strive includes action-oriented sidebars and standalone articles (for instance, a recent profile of a stroke survivor includes a full page on stroke recovery and self-care) and recurring departments, like "Embarrassed to Ask."

"My goal is to make the magazine look and read like something you'd pay to subscribe to," Bebris says.

Want help with writing patient stories?

Coffey writers are pros at interviewing patients and telling their stories in a thoughtful, sensitive and accurate way. We've written numerous patient testimonials through the years. And we can write them for you too—even if you don't have custom writing as part of your contract with us.

Custom writing services are available to all of our clients. In addition to patient stories, we can write articles highlighting service lines, new equipment and procedures, new providers, and much more. Contact your Project Coordinator for pricing and other information.