Image by Gerd Altmann from Pixabay An interesting question, isn't it? Across other industries, patients are exposed to and familiar with brand content that tells a story across different industries. Brands write compelling content that weaves a story giving the reader the answers to the "why us" reasons. As an industry, we need to move more fully into developing compelling content that engages and frames the patient's experience. And that means storytelling assumes greater importance. After all, when one looks at the hospital and health system advertising, it's still the shiny new building, panoramic views from the rooftop terrace of lounge, smiling doctors, award logos, or trophies and modern equipment. But does that meet the needs of the healthcare consumer or patient? Those activities do not lend themselves to online or social media very much, where people are 41 percent of the time looking for information on the healthcare provider online. And with all the m...