Messaging Your Hospital’s Brand Through Intentional Storytelling

The ability to message your organization’s brand in the community is quickly becoming a “must-have” skill for leaders. Citizens often take having a great local hospital for granted. (After all, you’ve always been there.) By narrating all that your hospital does, you’ll gain citizen support for funding, attract and retain great employees, improve access, strengthen local partnerships, and build the sense of trust and connection that encourages people to choose you for care.

Narrating the organization’s brand is everyone’s job—but it doesn’t always come naturally to healthcare people, who are naturally humble. In this session, Dottie DeHart, president of DeHart & Company Public Relations, and Amelie Karam, millennial consultant and specialist, lay out the fundamentals of brand messaging and offer plenty of practical advice on infusing the storytelling instinct into your culture. Participants will learn:

• Who should narrate your story: everyone from the C-suite to board members to leaders and employees at all levels should play a role


• Where to tell the story: local media, social media and digital platforms, community events, internal channels, and more


• What to talk about: from patient success stories to community partnerships to lifesaving innovations to the hospital’s impact on the local economy


• Tools and tactics to help you and your employees become world-class noticers, compelling storytellers and masterful influencers


• Why trust and engagement are always at the heart of brand building, why they’re even more crucial in times of chaos, and how to shape your messaging around them


• How to “speak the language” of employees and community members of all generations so your message resonates