What’s one piece of content that can help medical device companies persuade physicians, payers, and patients?
Patient stories.
What are patient stories and why do they matter in medical device marketing?
Patient stories give a first-person account of an illness or injury, how it impacted the patient’s life, and what they tried to get better. It also describes how a drug or device affected their illness or injury and how their life changed after.
Unlike focus groups or surveys, patient stories “offer much more in‐depth information…thereby allowing for a better understanding of patient experiences with treatment, health‐care services and daily life with a condition.”1
Because they provide rich, contextual detail, patient stories communicate the value of your device in a way that objective data cannot. Patient stories won’t replace clinical evidence, but they serve as strong supportive content.
What makes patient stories powerful medical device sales and marketing tools?
Clinical studies provide concrete evidence that your device is safe and effective. They show how your device can potentially improve outcomes, and improve them in a more impactful way than competing devices on the market.
But no matter how strong your clinical evidence, your brand messaging, and your proof of market demand, payers and physicians are tough sells.
Physicians already may already use a device like yours. They know how to use that other device, they know what to expect from it, and they have a relationship with the company. Why switch?
Busy physicians don’t have the time or energy to evaluate new options. They may not even have the final say anyway, as more purchasing decisions are made by committee.
Payers want proof of economic value and medical necessity in addition to safety and clinical effectiveness. They want to see real-world evidence that your device works as expected. If your device doesn’t improve outcomes or lower costs in a significant way, they may pass.
Incorporating patient stories into your value dossier (for payers) or informational content (for physicians) supports your data in a meaningful way. Physicians often don’t have time to ask their patients about how their illness or injury is affecting their life.
Example: A patient with advanced osteoarthritis may have time to talk to her doctor about the pain in her hip, but she may not have time to share how frustrated she is because it wakes her up at night. She may forget to share how the constant pain affects her mood, and how her mood impacts her relationships.
In a patient story, she can share these things. She can also talk about all the conservative treatments she tried that didn’t work, her anxiety about surgery, and what swayed her decision. She can talk about the recovery process and that moment when she realized her pain was gone. She can relay all the things she does now that she couldn’t do before. (And she can also bring her partner into the story, who can discuss the adventures they take together.)
That type of story on its own won’t convince a private insurer to cover your device. But it can bring home the unmet medical need your device addresses and the quality of life improvements your device brings.
How do I tell patient stories?
You can share patient stories in several ways: as a piece of written content, a video, or a live speaking engagement at a company meeting and/or medical conference.
VIdeos “visually and emotionally engage the audience, providing a powerful narrative that stays with viewers long after they’ve seen it.”2 They work well for busy physicians who don’t have time to read a narrative, but have time to watch a five-minute video on their phone.
Written stories provide an opportunity to dig deep. They also give readers something they can hang onto and revisit as needed.
Live stories have a similar impact as video, but the face-to-face experience makes it even more powerful. There’s no clever editing in a live speech. You can hear their voice shake. You can notice how they pause before revealing something intimate.
To determine which medium would work best, think about your audience and research how they prefer to consume content. Also think about your goals. Is the patient story part of your marketing strategy? Or is it more important for your sales reps to share them? Perhaps both?
Patient stories are for patients too
Remember, patients have more choice and more decision-making power than ever. In many cases, that includes which medical device is used on, or implanted in, their body. First-person accounts are a great way to educate prospective patients about a procedure or a device. They also foster a sense of connection and ease anxiety.
Make sure your patients can access these stories.
Final thoughts
If you haven’t developed patient stories yet, consider adding a few to your content mix. Combined with strong data, patient stories complete the picture of your medical device.
Need support? I bring 25 years of storytelling experience, including several patient stories. Your patients will be treated with care and respect, and I’ll make darned sure the outcome captures the hearts and minds of your audience.
I specialize in the written word. If it’s video you want, you’ll be in good hands with my video production partner.
Now what story would you like to tell? Get in touch to start brainstorming.
1. Bate P, Robert G. Experience-based design: from redesigning the system around the patient to co-designing services with the patient. Qual Saf Health Care. 2006;15(5):307-310. doi:10.1136/qshc.2005.016527
2. Riley, P. The Power of Patient Stories in Medical Communications. The MSL. July 12, 2024. themsljournal.com/article/the-power-of-patient-stories-in-medical-communications
