Page 15 - CNF April 2021

Narrative and the Importance of Storytelling Holy Cross Health

Announces Strategic
Spielberg, Scorsese, Cameron, expects from you? a stock photo or video and attach some
Tarantino. The Mount Rushmore I'd ask them to tell relevant terms about your business, Collaboration with
of directors. While the title of me about the busi- today's consumers value and appreciate
"Director" is probably on their ness's history, who authenticity and will see through regurgi- Massachusetts General
business card, if you were to ask started it, and why. We tated attempts to engage them. Hospital
them to describe what they do, would talk about the We're in an era where a company's story
they would probably answer you ups, downs, goals, and the founder's journey drive consumer
in one word. "Storyteller." While competitive advan- engagement and decision making. Spanx Holy Cross Health has forged a
everyone has a story to tell, not tages, and where they and its founder Sara Blakely come to strategic collaboration with
everyone can tell a story. wanted to go. The mind. She's transparent about her journey Massachusetts General Hospital in
I've spent twenty-five years answers to these ques- from fax machine salesperson to CEO of a Boston, MA to combine the best of aca-
focusing on narrative and the tions are still fascinat- company that is a staple in the women's demic medicine with the best of com-
importance of Storytelling as a BY CHAD TINGLE ing to me. They stirred shapewear market. She owns her narrative munity care. Holy Cross Health will
documentary filmmaker. I also my curiosity and cre- about the ups, downs, dreams deferred, have access to the breadth and depth of
have a wealth of experience ativity because they and her eventual success. Her narrative is clinical and research expertise at
working in television advertising as a had the context. authentic, and it makes her story and the Massachusetts General Hospital to sup-
director and producer. I've learned that Through communication and conversa- story of her company compelling. port the delivery of high-quality care in
everyone has a story, but not everyone can tion, a story would begin to take shape We're now living in what will be forever South Florida.
tell their story authentically and com- and was often the complete opposite of known as the "new normal," and we'll be The largest and original teaching
pellingly. the initial concept. talking about the COVID era for the fore- affiliate of Harvard Medical School,
What we used to consider entertain- Social media platforms disrupted tradi- seeable future. The last year has been chal- Mass General is consistently ranked
ment has been re-labeled as "content." tional storytelling mediums of radio and lenging for all of us and crippling for the among the top hospitals in the world,
Business owners would contact me and television by democratizing who can tell a healthcare sector. The narrative we're cur- with clinical expertise spanning virtu-
request estimates to produce videos for story, when they can tell that story and rently experiencing adds value to who we ally every medical and surgical special-
their website. The scenario would go like how they can tell it. There have been are and where we want to go. We will be ty. The 1,042-bed academic medical
this. "We have a script, and we want it to tremendous upsides in the forms of cre- telling the story of workers on the front center, each year admits 50,500
say this, or can you help us make it look ativity, inclusivity, and a massive reduction lines of COVID, the lives lost, the lives patients and records more than 1.5 mil-
and sound like this commercial we saw on in costs that leveled the advertising play- saved, and most importantly, how this lion visits to its outpatient programs
television.” ing field for businesses, non-profits, and event changed our lives. Storytelling is and Emergency Department. The MGH
Most of these people had no copywrit- individuals. Using strategic planning and and will always be a valuable tool as we conducts the largest hospital-based
ing or advertising experience, but they targeting, we can all find an audience that move forward because it teaches, chal- research program in the nation, with
had built a business from the ground up. aligns with our values and wants to hear lenges, and inspires us! more than $1 billion in annual research
As a business owner myself, I can our story. So, how will you make use of your nar- expenditures.
empathize. They were successful entre- But there also are downsides. Businesses rative? How will you tell your story? Will Holy Cross providers will collaborate
preneurs and thought, I can do this! I'd and organizations often miss the mark, it be authentic and compelling? with Massachusetts General Hospital
say, "that's great that you have a script, using a scattershot approach of posting an experts through a variety of programs,
but does it reflect your business and who abundance of "content" that doesn't have including advisory services, eConsults,
you are as a business owner? And does it context. It lacks narrative and devalues For more information, contact Chad Tingle and education and training programs.
have the message that you have in mind? their story's significance. It also lacks at (305) 794-7201 Holy Cross is the first domestic mem-
Is this the message your audience authenticity. While it may be easy to grab or chad@crownstreetfilms.com. ber of the Global Alliance.

18 April 2021 southfloridahospitalnews.com South Florida Hospital News