Harnessing the Power of Patient Stories

In today’s dynamic healthcare landscape, the power of storytelling has emerged as a vital tool for fostering deep connections with patients and stakeholders. Recognizing this potential, Spectrum Science recently collaborated with CancerCare, a nonprofit dedicated to providing comprehensive support to cancer patients and their families. Our earned media campaign’s success vividly illustrates how compelling patient stories can elevate an organization’s mission and amplify its impact on a broader scale. 

 A Heartfelt Case Study 

The Challenge: When CancerCare approached us, their goal was clear: to increase national visibility and highlight the compassionate support they provide to cancer patients and their families. While they had experienced success in securing local media coverage, they sought a breakthrough opportunity to share their mission on a broader, more impactful scale.  

The Solution: That opportunity came in the form of a seven-minute feature on CBS This Morning. This earned media placement showcased CancerCare’s Healing Hearts Family Bereavement Camp, which helps families grieving the loss of a loved one find hope amid their pain. The piece was deeply moving, with one key takeaway resonating throughout: even in grief, hope is possible.  

The Result: For a nonprofit organization, producing such a high-quality, emotional segment independently would be costly. Securing this media spotlight not only amplified CancerCare’s story but also provided them with a versatile asset to repurpose across platforms. 

The Power of Emotional Storytelling 

The CBS feature was not a stroke of luck, it was the result of a deliberate strategy to identify and elevate patient stories with emotional resonance. That emotional connection is the cornerstone of successful storytelling, and in healthcare, they are indispensable. In partnership with CancerCare, we uncovered the narratives that were most impactful. Unearthing these stories revealed the “gold” of patient experiences—stories with emotion, resilience, and hope. Just as importantly, they sparked not only awareness but a compelling call to action.  

Key Takeaways for Healthcare Communicators 

For healthcare organizations looking to leverage patient stories to break through national media, there are a few lessons to keep in mind: 

1. Workshop the Stories: Create a space where stakeholders can collaborate to identify meaningful stories by bringing together voices from all levels of the organization to ensure diverse perspectives and lived experiences. 
2. Focus on Emotion: Stories that resonate emotionally have the power to connect with audiences in profound ways. Highlight the human side of your work and how it impacts lives, provides hope and fosters resilience. 
3. Empower Storytellers: When team members understand what makes a story impactful, they are more likely to bring forward valuable narratives. This collaborative culture can lead to a continuous stream of compelling content. 
4. Repurpose and Reuse: Once you’ve shared a story through earned media, leverage it across platforms. A single feature can live on a website, in social media campaigns, and as part of broader outreach materials. 

By placing patient experiences and emotions at the forefront, organizations can do more than elevate their brand, they can deepen their connection to the communities they serve. For CancerCare, the CBS feature was more than a media opportunity, it was a chance to reaffirm their mission of offering hope, even in the darkest times. 

How can we help you with your earned media needs? Let’s chat!