It’s not “About” you: Retell your healthcare brand story for patients

Today’s healthcare consumers want more than claims — they want you to show them proof. This post explores how healthcare brands can move beyond generic About Us pages to retell compelling brand stories rooted in patients, purpose and measurable data. Learn how to build trust by recrafting your brand story in a way that shows, not just tells.

At one time or another, we’ve all read books or seen shows or movies that retell familiar stories.

The popular ’90s movie Clueless is a retelling of Jane Austen’s book Emma. Disney’s The Lion King is loosely based on Shakespeare’s Hamlet. The book Wicked offers a new take on the story of The Wizard of Oz. The list of retold classic fairy tales, myths and other literary pieces seems endless.

Of course, the About Us page for a healthcare system is no fairy tale or myth. It’s very real and truly meaningful. In most cases, the page highlights decades of hard work and a story dominated by achievements and extraordinary growth.

Still, a common thread runs between the About page and an Austen novel, and it’s this: Retellings offer a new spin on a much-loved tale. A classic story is the foundation for preserving original, compelling elements even as you change others. The story’s framework already exists, and there’s often an established audience for the original tale. It’s the same with your About page. So, to be clear, this isn’t “baby out with the bathwater” thinking. It’s acknowledging that retellings are empowering because they bring fresh perspectives to aging stories for existing and new audiences.

Don’t let your healthcare brand story become “the same old story”

Perhaps it’s time to retell part of your brand story — the About page — now that audiences are savvier, search is ever-smarter and boilerplate is basically content that’s run out of steam. And we don’t just mean the message that’s tacked on at the end of a press release. Boilerplate can be words and concepts we’ve all heard (and written) far too often: i.e., how long the organization has existed, phrases like “world-class care” and “compassionate team,” and ending the message with a nod to the organization’s mission.

Today’s About pages are typically repetitive, generic, lack cultural or personal specificity, and feature predictable word choices. Could be because sometimes they’re written entirely by AI or, more likely, because they sound like every other health system’s About pages. Either way, you’re telling the same old story — and that’s not ideal.

Most healthcare brands can no longer claim credibility — they have to prove it. Consumers aren’t settling for vague platitudes. They come out of the gate with questions, almost before they’ve read a single word. They want to know:

• What makes your care different?
• Why should I trust you?
• What results can you deliver?

The shift reflects broader changes in how people discover and evaluate providers. It emphasizes the need to put the patient value proposition at the heart of your story once again by highlighting outcomes you exist to provide: better health and positive care experiences.

Voices matter, too. Audiences want to hear authentic voices. What employees and patients say, and the stories they tell, carry far more weight than impersonal corporate speak ever could.

Build a brand story from the existing story framework

There’s a phrase in almost any kind of writing that says, “Show, don’t tell.” To retell your About page as a healthcare brand story that resonates, start by shifting your focus from what you say to what you can show.

Here’s how:

Buzzwords out, outcomes in

Set the well-worn adjectives aside and focus on showing what you’ve done for your patients and communities. As in, ditch the lightweight “top-notch cancer care” for weighty outcomes like: “We treated more than 3,900 cancer patients last year, and their survival rates exceeded the national average.”

Make your people the main characters in your true brand story

Audiences crave authenticity. Give your physicians, nurses and staff a voice on your About page. They’ll tell stories that truly reflect your culture and mission in action. Another plus is that employee voices help with recruiting and retention.

Tie your reputation to real benefits

Don’t set aside your accreditations, awards, rankings and patient satisfaction scores to gather dust on the page. Instead, tie them to tangible benefits that make them even more relevant to your readers. For example:

• “Our Joint Commission accreditation reflects the fact that patients like Jordan get safer, faster stroke care.”
• “We’re a U.S. News top-ranked heart hospital because we offer patients access to advanced, life-saving treatments.”

Show your mission in action

Your mission doesn’t belong in a silo somewhere on your site. Your mission should be an integral part of your story. Weave it into your storytelling, from blog posts to provider bios. For instance, if your mission includes equity or access, show the impact: “Last year, we provided $4.2M in community health programs.”

Make reputation storytelling part of the narrative

Think of it as reputation story(re)telling. Listing your credentials goes back to telling and not showing — that’s not what you want to do. If you’re not already connecting the dots between your brand promise and what people experience, retell the story to make it happen:

Use data to serve the story

Saying you’re busy doesn’t say enough. Show volume that you can translate into experience and expertise. For instance: “More than 1,200 patients receive joint replacements annually at our hospitals. Our surgeons help patients get back to moving better and stronger.”

Show proof that people come first

Tie proof points to individual patient stories as in, “After her breast cancer diagnosis, Shannon chose our NAPBC-accredited center. Today, she’s back to hiking national parks with her daughter.”

Try linking, not listing

Certainly, awards, rankings and independent reviews are a vital part of your story. They build credibility and trust. But rather than merely listing them on the About page, try weaving them into your narrative about the care you give. Or, if it works better, create links to a page where that part of your story can shine. Then you’re still showing you’re all about patients, not self-promotion.

Retell your About Us brand story with WG Content

Just as Shakespeare’s Romeo and Juliet was retold as the memorable, contemporary West Side Story, your About page deserves a retelling that reaches and resonates with today’s audiences. Instead of an aging, static summary, the About page can tell a fresh story about your people, purpose and proof points with authenticity and relevance.

Need help retelling your About page brand story? WG Content can help shape meaningful experiences for your audiences in the health space. Reach out today and let’s get started.

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