Storytelling is a powerful marketing and communications tool because, like any art form, it provides a more compelling and engaging way to communicate your message. Personal, anecdotal stories make information more memorable, and can be used to inspire others, simplify complex messages or create connection on an emotional level. Storytelling should be a key part of any communication strategy.
A contentious ballot initiative was introduced in the US state of California in 2018 to restrict the profits of statewide dialysis providers. The ballot, called Proposition 8, was backed by a healthcare workers labor union.
We supported dialysis provider Fresenius Medical Care to provide awareness-raising communications targeted to its California-based clinic staff. The messaging focused on arming employees with the facts, including the implications of restricting dialysis treatments, and it shared personal stories of real-life dialysis recipients and medical personnel. The communications also engaged the support of senior leaders in the campaign, through timely and consistent internal messaging that was aligned with external public relations efforts. The ballot was defeated.
About the client:
Fresenius Medical Care provides kidney dialysis services through a network of outpatient dialysis centers.