How It Works

Though steeped in numbers and business analytics, healthcare is a service industry that's meant to improve and maintain the health and well—being of individuals. These consumers of healthcare are vibrantly unique and driven by different needs, beliefs, and motivations.

Translate the stories of others into impactful narratives that build empathy, enhance patient experiences, and transform your brand. Proceed with cultural caution, awareness, and respect. Consider telling their story instead of your own. After all, are they not one and the same?

If possible, determine the format for sharing stories prior to conducting user research—whether internally or outside of your organization. An integration of perspectives from the local communities, as well as the healthcare organization, is a valuable approach to convey connectivity.

We recommend conducting the appropriate user research prior to engaging in this exercise. Be cognizant of your organization’s policies and procedures when conducting research.


  1. Have a clear purpose for exploration.
  2. Identify all possible stakeholders involved in a particular experience.
  3. Set expectations ahead of time when reaching out to individuals.
  4. Be authentic in your desire to engage. This is a human-to-human experience. Focus on building meaningful relationships. Remember, you're an extension of the brand you serve.
  5. Come prepared with questions to explore together, thinking about the most appropriate manner to convey their story.
  6. Engage in storyboarding to map out key quotes and insights. Use storyboards to compare different points of view within the same experience.
  7. Determine the most appropriate vehicle for storyboarding, as well as what tools and resources are necessary to convey their story appropriately.
  8. Use the voice of the patient or provider as much as possible. Using voiceovers and video are extremely powerful tools, particularly when engaging other stakeholders around a particular cause.

Share the story and promote the personalities involved. Storytelling is a human way of sharing information, validating a claim, and humanizing data and research insights. Provide patients and providers with a platform to share their stories in their own words, and amplify their voices.