Healthcare companies—or any companies, for that matter—working with communication agencies have probably heard this one a lot lately: Tell your story, and the people will come.

Poppycock.

That’s like telling someone to build a bridge to nowhere. And, anyone who’s ever heard, read or told an enjoyable story knows or intuits two things: A good, resonant story has a 1) compelling voice that 2) makes a connection.

This is where most healthcare organizations today are falling flat. Your story isn’t your mission statement, it’s not about screaming brand from a mountaintop, and it sure isn’t a recitation of products and services.

As the commoditization of healthcare continues its grand ascent and the mandates of reform begin to materialize, it’s important for your company—and everyone with a stake in it—to step back, reconsider the idea of “story” and craft something that connects you to your audiences.

If you don’t get it right, it won’t matter. Here’s what you need to consider when developing your story. (more…)