Bring Your Brand to Life

Through the Power of Story

Category: Plumbline

How Hospitals Tell The Story Behind the Dreams to Find the Cure

Behind the walls of the hospitals are patients on healing journeys, supported by a staff of physicians, nurses and technicians. They all stand behind the dreams to find the cures, to end the suffering and do whatever it takes to save lives.  Pinterest, through its use of poignant images, gives hospitals a place and platform to reveal the power of their people on a mission to heal.

Pinterest for Hospitals

A health crisis heralds a quest for information. With its instant 24×7 availability, patients and their families turn to the internet to find the latest research, treatment options, and facts. Pinterest is now the third largest social network, as visitors increasingly find themselves pinning medical-related pins filled with facts, data and support.

Why Pinterest? Health information can be complex and confusing. Pinterest uses images to break through barriers of literacy, intelligence, and culture to provide quick, accessible information. A PCD diagnosis is confusing and frightening, but light comes from the knowledge shared on these pins. Or to take the mystery out of how your family health history impacts your health today, how to pack for your hospital stay, or cancer survivor stories. The power of story, images and facts can be seen on this emotionally-charged board by  Brigham and Women’s Hospital Board, Do No Harm.Pinterest for Hospitals

The power of Pinterest lies in the images. Research from 3M indicates that people process visuals 60,000 times quicker than text, while other studies showed that the human brain takes longer to interpret language than images.

Pinterest users:

  • Nearly 47 million monthly active users in the U.S.
  • Nearly a third of Pinterest users have an annual household income of $100,000 or more
  • 80% are female
  • The largest age demographic represented on the site are people between 25-55
  • 50% have kids
  • This is the demographic most valuable to hospitals, as this is the group that makes the health care decisions in families
  • Pinterest drove more social media-originated e-commerce sales than Facebook or Twitter
  • Over 80% of Pinterest is re-pins, allowing hospitals to leverage their content across pinners

Pinterest for HospitalsFrom a marketing tactical standpoint, it only makes sense to share information where the audience already exist and is positioned to share. The question isn’t whether hospitals should do Pinterest, but how to use Pinterest strategically to encourage re-pins and followers.

  • What is our story and how do we want to tell it?
  • What audience/s should we be engaging on Pinterest?
  • What kinds of content/images are most likely to be re-pinned or shared?
  • How can we optimize our content for pinning?
  • How are we evaluating our Pinterest efforts?

Based upon the current levels of medical-related Pinterest boards, Pinterest is being used to fill the needs of patients at every stage of their healthcare journeys. Patients are already actively searching for relevant healthcare information, starting with the pre-diagnosis phase, throughout the treatment and even after completion of care. Hospitals can help improve the current availability of patient education, while providing them with accurate information they want to solve the problems they face.

A health crisis takes an emotional toll on the patient and their families. Patients can feel alone, distraught, hopeless and depressed. Pinterest bridges those issues with emotionally uplifting images, quotes, and poignant stories that provide
the camaraderie and comfort needed.Pinterest for Hospitals


How can you optimize your pins to help reach and support your patients?

Download A Storybuilding Worksheet

Build A Great Story Worksheet PDFCustomer stories are a powerful way to reassure someone looking to buy from you. They’re an extended testimonial from a third party, much more powerful than, say, advertising, where you’re beating your own chest. They’re very factual. They’re very driven by actual events.Stories connect people, build trust, transcend generations, engage our emotions, and they inspire us. And yes, they are contagious. But telling a compelling story that moves us to buy, or click “share” requires a bit of skill, based on ancient archetypes about how the brain uses emotions to make decisions.

The Apple Iphone Commercial does this perfectly. And yes, it went viral:

The Apple commerical follows the traditional hero’s journey that’s been used in myths for centuries. We have a hero with a goal, an obstacle that he overcomes.

Here’s where so many success stories go wrong. They incorrectly identify the hero. You can follow this archetype to build some great customer stories, but unless you’ve correctly identified the “hero”, your story will fall flat.

You are not the hero. Your product is not the hero. Your customer is the hero.

Your product is the “wise mentor” that helps the hero achieve his goal.

In our IPhone example, the hero, the misunderstood teen, uses the IPhone to create a gift for the family.

If you want me to talk about you, tell me a story that makes my conversations more interesting — show me how you can help me become a hero.This form will take your directly to the download page for the fill-in-the-blank Build A Story Worksheet. Writing customer stories that transform your sales cycle is essentially an art form. Just remember: Always make your customer the hero. If you need help, contact me.

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How The Storytelling Model Works

Build A Great Story Worksheet PDF

 Specific Example

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The Blank Worksheet



The Power of Story


viewIs it working? While there are plenty of reports, stats and measurements that can provide instant feedback on the value of your online social media efforts, I go much deeper.

When you view your personal brand as a trademark, you’ll begin to see it an an asset that you continuously mold and shape, as your career evolves. Your personal brand is an asset that must be managed with the intention of helping others benefit from having a relationship with you.

When you publish online, it’s important to take into consideration how you were changed by the act of writing the piece, as well as the number of people you influenced.

The most important question to ask, is “Are you growing?”

Share Your content

Untitled-2The first step is to come to grips with the pressure of social media.

Social media presents the very real opportunity of 24×7 total access. Without a set plan, the pace of social media can be exhausting. I will help you tailor, focus and edit your social activity so that you are sharing what’s important at just the right pace for you.

You may only need one social media outlet — or you made be served better by a blog that you a disclinpled about updating. Regardless, I will identify the platforms that will give you the highest return on your time. In addition, I will provide you with the content message points you can use to build your content over time. If needed, I can also provide the content for you.

My goal is to ensure your content attracts new readers by offering something of value that will hopefully engage them enough to continue reading.


Untitled-3Blurry brands languish. To make the greatest impact, focus your message and narrow your audience.

In the effort to create a cohesive brand message around your core values, we will narrow your sphere of influence in two ways. First, I  want to ensure that you are connected digitally with the thought leaders and mentors who can influence you and Secondly, I want to ensure that your ideas are shared with those you want to influence.  Social media is a two way street: It’s not only a place for you to share — but it’s a place for you to learn.

There’s another crucial aspect to target — what are your key message points? What are the keywords that will identify who you are in the digital landscape? These words should naturally appear in your LinkedIn profile, and all content you share onine.

I will review your current social media profiles and help you streamline your time and your efforts to ensure you are in the places where you can make the most impact.

Your Vision


The more bold, authentic, and concise your personal brand is, the more easily you’ll attract those you’re meant to work with. That’s how a personal brand works–it defines you, but first you must define it.

The key is to get at the core at what’s truly important to you. This is why I start with an interview of your key peers and mentors. The answers to these questions provide tremendous insights, as I want to get beyond, “I think you’re great.”

1. What made you decide to work with me in the first place?
This is a good baseline question for your marketing. You might learn about the personal connection or culture that felt right in this question.

2. What’s one thing I do better than others you do business with? In this question, you are trying to discover something that you can work with as a true differentiator. This is probably the question you’ll need to work hardest at getting specifics. You want to look for words and phrases and actual experiences that keep coming up over and over again, no matter how insignificant they may seem to you. If your customers are explaining what they value about what you do, you may want to consider making that the core marketing message for your business.

3. What’s the one thing I could do to create a better experience for you?
On the surface this question could be looked at as a customer service improvement question, and it may be, but the true gold in this question is when your customers can identify an innovation. Sometimes we go along doing what we’ve always done and then out of the blue a customer says something like, “I sure wish it came like this,” and all of a sudden it’s painfully clear how you can create a meaningful innovation to your products, services and processes. Push your customers to describe the perfect experience buying what you sell.

4. Would you refer me, and if so, why? Why haven’t you referred me? Yes. This will be scary. But just ask it… and sit there and wait for a response. This is the one thing that if you do it, it will liberate you in so many other areas. This is the ultimate question of satisfaction because a truthful answer means your customer likes experience of working with you. Try to find the exact words and phrases your client might use when describing to a friend why they like to work with you.

5. What would you Google to find a service like mine? What words do they type in the search bar for you? Critical question. Understanding what this answer implies is very important. If you want to get very, very good at being found online, around the world or around the town, you have to know everything you can about the actual terms and phrases your customers use when they go looking for services like yours. Far too often, businesses optimize their web sites around industry jargon and technical terms when people really search for “stuff to make my life better.”

Branding Packages

Have you defined your personal brand? Or have you let it be defined for you? Taking ownership of your personal brand is a leadership necessity.

If you don’t give the market the story to talk about, they’ll define your brand’s story for you.


How it Works

Pay online, and you will then schedule your first coaching call.
Contact me with any questions.

Terms of service.

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