The human side of healthcare PR: Why patient stories build stronger brands

In healthcare communications, there’s one truth I keep coming back to: people connect with people, not processes. As a PR professional working across NHS, private healthcare, and charities, I’ve seen how human stories cut through complexity and make audiences feel something real. Data, research, and service outcomes matter, of course, but it’s the lived experience of patients and families that transforms a message from informative to powerful.

When we tell those stories ethically and with empathy, we build trust. And trust is the foundation of every successful healthcare brand, whether public or private.

Why patient stories matter

In an era where healthcare is under constant scrutiny, from waiting lists to workforce pressures, public perception often hinges on emotion. Behind every headline about reform or innovation, there’s a person whose life has been touched by care. Sharing those experiences humanises the system and reminds people why healthcare exists at all.

From my experience leading communications across hospitals, charities, and private healthcare, I’ve found that patient stories do more than evoke empathy. They:

• Build credibility: Hearing directly from patients adds authenticity to claims about quality, innovation, or compassion.

• Differentiate brands: Every Trust, charity, and private provider talks about “care,” but stories show what that looks like in action.

• Inspire staff: Internal comms teams often forget the motivational impact patient voices can have. A well-told story can reconnect clinicians and non-clinical staff to their purpose.

• Drive fundraising: At Addenbrooke’s Charitable Trust, we saw that campaigns featuring patient journeys significantly outperformed those without a human element. People give to people, not projects.

Storytelling is, at its heart, about belonging. It reminds audiences that they’re part of a bigger, human story - one of hope, care, and progress.

The ethics of patient storytelling

But with great storytelling power comes great responsibility. Patient stories can be deeply emotional, sometimes even traumatic. So as PR professionals, we must handle them with the same care clinicians show their patients.

Ethics in healthcare storytelling isn’t just about compliance, it’s about integrity. At Grey Sergeant, we approach this through three key lenses:

1. Consent that’s fully informed

   It’s not enough for a patient to sign a form. They must understand where and how their story will be used. That means explaining potential reach, whether a social post seen by thousands or a video that could appear on national television. We should also make sure they know they can withdraw consent later.

   
   

2. Respect for vulnerability

   Many stories involve illness, loss, or trauma. We have to ask: Is now the right time for this person to share? Sometimes, giving space is more ethical than pushing for a soundbite.

   
   

3. Avoiding exploitation

   The line between celebration and sensationalism can be thin. A powerful photo or quote should always reflect dignity, not pity. The goal is empowerment — helping patients share their voice, not using them to hit campaign KPIs.

As communicators, our role is part storyteller, part guardian. We have to protect the people behind the message.

Balancing emotion and evidence

In healthcare PR, we often walk a tightrope between emotion and fact. Lean too heavily on emotion, and you risk sentimentality; lean too much on data, and you lose connection. The best campaigns blend both.

When I've worked on campaigns for the NHS, we combined patient and staff stories with measurable impact data - square footage of improved community spaces, for instance, paired with testimonials about how those environments changed care. It created a complete narrative: emotional truth supported by evidence.

This balance also matters for credibility with journalists. Reporters covering healthcare want emotional depth and factual accuracy. A strong story is one that can stand up to both human interest and public scrutiny.

The emotional impact on audiences (and teams)

One of the most overlooked aspects of healthcare storytelling is the impact it has internally.

When teams see patient stories - whether through intranet features, staff newsletters, or team briefings  - it reignites pride. I’ve used internal campaigns featuring recovered patients to remind teams of their impact beyond their immediate roles. Porters, admin staff, clinicians - everyone saw their work reflected in those outcomes.

Externally, patient stories can transform how the public perceives healthcare brands. A hospital is no longer a faceless institution; it becomes a place of courage, care, and resilience. Charities become more than fundraisers, they become lifelines. Private healthcare providers become trusted through the lived experiences of those they’ve helped.

This emotional connection builds brand loyalty in a way no advertising copy ever could.

How to build a patient storytelling framework

For any healthcare organisation, developing a clear process around patient stories ensures consistency and protection for all involved. Here’s a simple framework we use at Grey Sergeant:

1. Identify story themes aligned to your strategy

   Don’t just chase heartwarming moments. Tie stories to strategic goals - whether it’s innovation, workforce culture, or community impact.

   
   

2. Create a consent and safeguarding checklist

   Standardise how you approach patients. This should include clear consent processes, the option to review drafts, and psychological aftercare where appropriate.

   
   

3. Train your comms team

   Not every PR professional is equipped to handle sensitive interviews. Training in trauma-informed communication is vital.

   
   

4. Balance formats

   Mix long-form written features with short videos, podcast interviews, or photo essays. Some stories resonate better in different mediums.

   
   

5. Follow up

   After publication, check in with patients. Thank them. Tell them how their story made an impact. It’s not just good ethics, it’s good relationship management.

Case in point: Storytelling that moves people

When we supported a campaign around Cambridge University Hospital, we worked with families who had experienced care across Addenbrooke’s. Their openness gave the campaign humanity and hope and we made sure every participant understood how their contribution would help future patients.

By combining these personal stories with clear evidence of medical progress, we achieved more than donations: we built trust in the vision of what the hospital could become.

That’s the real power of ethical storytelling, it doesn’t just move hearts; it moves organisations forward.

Why It Matters Now More Than Ever

Healthcare is changing. The NHS is moving towards place-based care, integrated neighbourhood hubs, and preventative models. As these shifts happen, communications need to bridge the gap between system reform and patient reality.

Patient stories are the connective tissue. They explain why transformation matters in human terms. They remind policymakers, funders, and the public that behind every data point is a person whose life could be improved.

In an age of misinformation, emotion-driven narratives can be dangerous but ethical emotion-driven storytelling can be transformative.

Final Thoughts

The future of healthcare PR lies not just in strategy or digital innovation, but in humanity.

If we can tell stories that are authentic, ethical, and empowering - stories that make people feel as well as think - we’ll build stronger, more trusted brands.

At Grey Sergeant, we believe every healthcare organisation has these stories waiting to be told. The challenge isn’t finding them, it’s telling them with the respect and care they deserve.

Because when you tell patient stories the right way, you don’t just build a brand, you build belief.

About the author

Michael O’Connor is a partner at Grey Sergeant, specialising in PR, communications, and engagement across the healthcare and non-profit sectors. Through his consultancy Grey Sergeant, he helps healthcare organisations define their brand, strengthen their reputation, and communicate with clarity. For more information, contact michael.oconnor@greysergeant.com