Stop Talking About Yourself: A StoryBrand Lesson for Healthcare Companies

Stop Talking About Yourself: A StoryBrand Lesson for Healthcare Companies

For over ten years I’ve helped healthcare, health tech, and life sciences companies clarify their messaging and get their customers to listen. And time after time, I’ve seen the same thing happen.

Companies fall in love with their own features and benefits.

It’s understandable — they’ve worked hard to build them. But here’s the problem: features and benefits aren’t a story. They don’t create stakes. And without stakes, no one cares.

The “Hero” Mistake

Let’s take a fictional example. Meet Acme Revenue Solutions, a company in the revenue cycle management (RCM) space. Here’s how they might describe themselves:

“Acme Revenue Solutions helps hospitals streamline billing, reduce claim denials, and accelerate reimbursements. Our platform uses AI-driven automation to handle coding, compliance, and collections. With Acme, you can save time, lower costs, and maximize revenue.”

Not bad, right? In fact, it’s how many healthcare companies present themselves. It lists the features, highlights the benefits, and checks the right boxes.

The problem is, it’s also forgettable.

Why? Because Acme is playing the hero, talking about their own superpowers. Meanwhile, the customer — the hospital CFO, the director of revenue cycle, the VP of finance — is left as a spectator in their own story.

And here’s the thing: your customer is not looking for a hero.

Your customer is the hero. You are the guide.

When you forget that, they tune out.

Enter StoryBrand

Six years ago, I had the chance to attend a three-day StoryBrand workshop, and it completely changed the way I thought about messaging. If you haven’t heard of it, StoryBrand is a simple, seven-step storytelling framework developed by Donald Miller. It helps companies stop confusing their audience and start clarifying what they actually offer.

The framework boils down to this:

  1. A Character — your customer.
  2. Has a Problem — the thing that keeps them up at night.
  3. And Meets a Guide — that’s you.
  4. Who Gives Them a Plan — a simple, clear path forward.
  5. And Calls Them to Action — tell them what to do.
  6. That Ends in Success — paint the picture of the win.
  7. And Helps Them Avoid Failure — don’t skip the consequences.

In this framework, the customer is always the hero. You’re the guide.

The reason so much marketing feels flat is because it’s upside-down. Instead of putting the customer at the center of the story, companies hog the spotlight.

That’s why I like to bring in another concept — stakes. When you define what the customer stands to gain or lose, you put urgency and meaning back into the story. And that’s what makes StoryBrand so powerful.

Reframing With Stakes

So how do we make Acme’s message actually matter? We switch the lens. Instead of rattling off features and benefits, we frame the stakes — what the customer stands to gain or lose.

Here’s a rewrite, StoryBrand-style:

“Every day a claim is denied, hospitals lose critical revenue that should be funding patient care. Billing teams are overwhelmed, clinicians are frustrated, and patients get caught in the middle. It doesn’t have to be this way.

Acme Revenue Solutions gives your hospital the clarity and control to stop revenue leakage before it happens. With automated claim scrubbing, real-time alerts, and expert support, you can finally focus on care instead of paperwork. Hospitals should be thriving, not drowning in denials. We’ll help you get paid what you’ve earned — so you can put resources where they belong: in patient care.”

Notice the difference?

  • External stakes: Denied claims, lost revenue, overworked staff.
  • Internal stakes: The frustration of “drowning in denials” and the relief of “finally focusing on care.”
  • Philosophical stakes: The belief that hospitals should be thriving and resources should support patient care.

Now, the customer is the hero. They’re the one solving the problem and reclaiming their story. Acme’s role? The guide who gives them the plan and the tools to succeed.

How Writers Make the Switch

When I write for clients, this is the mental shift I’m making. If I catch myself listing features, I stop and ask:

  • What’s really at stake for the customer?
  • What happens if they don’t solve this problem?
  • How will they feel if they do?
  • What’s the bigger “should” at play here?

That’s when the copy comes alive. That’s when it stops sounding like every other vendor in the healthcare space. And that’s when customers lean in — because they see themselves in the story.

One other thing: every company truly is unique. Most of the time, that uniqueness is baked into the reason the company exists in the first place — a founder who was fed up with the status quo, a team who saw a better way, or a conviction that something in healthcare just shouldn’t be this hard.

The trouble is, those origin stories often get buried under layers of jargon. My job as a writer is to dig them out and bring them forward. Because yes, two companies might sound alike on the surface — but they aren’t alike. And those distinctions are part of the stakes. They show what’s broken in the world, and why the company exists to fix it.

That’s where the most compelling stories live.

The Bottom Line

If you want your marketing messaging to land, stop trying to be Luke Skywalker. Be Yoda. Be Obi-Wan. Help your customer win their fight.

Because at the end of the day, they don’t want to hear about your features. They want to know what’s at stake — and how you’ll guide them to success.

Your Video Background Speaks Before You Do

Your Video Background Speaks Before You Do

When it comes to video interviews, webinars, or executive briefings, it’s often the small details that leave the biggest impression. Reporters, clients, and colleagues notice more than you might think. Your appearance isn’t just about how you look — it’s also about what’s behind you.

Your video background communicates professionalism, attention to detail, and self-awareness. Done well, it can even create connection. Done poorly, it can undermine your credibility before you’ve spoken a word.

The following are a few pro tips to make sure your video background says the right things:

  1. Tidy Up Your Space

If you’re taking a call from a hotel room or temporary set-up, small details matter:

  • Close the bathroom door
  • Make the bed
  • Remove visible clutter or personal items

Reporters and executives notice details more than you might expect. One client, for instance, left a stack of messy file folders teetering on the edge of his desk during a media interview. Instead of focusing on his insights, the journalist joked about him “needing to go paperless.” It became a distraction — and definitely not the impression he wanted to leave.

On the flip side, another client had framed artwork from his young kids behind him. Instead of being a distraction, it turned into a warm conversation starter with the reporter — humanizing him and creating rapport before the interview even began.

  1. Lighting is Key

Good lighting helps you appear clear and engaged. Poor lighting makes you look tired, shadowy, or unprofessional. Natural light works best, but if that’s not possible, invest in a  ring light.

Ring lights are affordable and can even double as a desk light. Choose one with adjustable brightness and color temperature (so you can switch from warm to cool light). If you wear glasses, look for one with diffused lighting or try angling it to avoid glare.

  1. Virtual Background or Not?

Virtual backgrounds can be tempting, especially if you’re in a pinch. But they often glitch or create an unnatural “halo effect” around your head. Unless you’re using a branded or professional image that your computer handles flawlessly, PR pros generally advise against them.

Authenticity resonates. A neutral wall, bookshelf, or well-lit corner beats a digital beach scene every time. One client displayed an acrylic frame holding a small beanie cap. When the reporter asked about it, she explained it was what her daughter was wearing the day she passed away. The reporter was deeply moved — and the interview shifted from transactional to personal, shaping a much more meaningful piece.

  1. Do a Tech + Visual Check

Before the call:

  • Open your video and review what your setup looks like
  • Move distracting items out of the frame
  • Make sure nothing odd is visible (an open closet, dishes, laundry, or even a pet sneaking in)

Think of it as a dress rehearsal for your space. If time allows, have your PR manager do a quick one-minute visual check before every call, ensuring not just your appearance but also that your background is ready. I once did a visual check with a client and saw that he had a poster in a foreign language behind him. I asked him what the slogan said and since he had no idea, we agreed to take it down to be safe.

Final Thought

Your video background doesn’t just fill the screen — it fills in the story about you. When it’s intentional, it can signal professionalism, warmth, or even humanity in ways that words alone can’t. Treat it as part of your communication strategy, not an afterthought.

5 Tips for Pitching Press Releases to Media

5 Tips for Pitching Press Releases to Media

Despite many protestations otherwise, the press release is not dead.

Press releases remain a useful means of sharing key company news, communicating with the broader market, and generating interest among journalists that ideally leads to attention from prospects and customers.

This blog post will offer several key tips for pitching press releases to media, such as including an attention-grabbing subject line, a newsworthy angle that ties in to current industry trends and targeting the right journalists.

Craft an attention-grabbing subject line: The subject line is the first — and often only — chance to capture a journalist’s attention. A compelling subject line should be concise, informative, and engaging without sounding like clickbait. It’s crucial to clearly communicate the value of your news in as few words as possible.

While “Exciting News from XYZ Company” may work as the headline of a social media post, for a subject line that will attract a journalist’s attention, try something more direct like “XYZ Company Launches AI Tool to Improve Hospital Workflow Efficiency.”

Additionally, personalization also goes a long way. Consider referencing a journalist’s recent work or interests in your subject line or introduction to demonstrate relevance and effort.

Lead with a newsworthy angle: Journalists are looking for stories that are timely, relevant, and meaningful to their audience. When crafting a pitch, ask yourself: Why should this news matter right now? Is it part of a broader trend? Does it address a timely issue? For example, tying your announcement to a current event or growing industry concern — such as cybersecurity in healthcare or the rise of health-at-home — can significantly boost the chances of media pickup. A good press release pitch should make the connection between your news and the larger narrative obvious and compelling.

Target the right journalists: Mass emailing a generic press release to hundreds of media contacts is unlikely to yield results and may even harm your reputation. Instead, take the time to identify the right journalists for your story. In general, the best pitches are highly targeted and personalized. Research each journalist’s recent stories, preferred topics, and audience.

This information helps you tailor your message and increases the chances of a positive response. Using tools like media databases and journalist profile platforms can streamline this process, allowing marketers to build curated lists based on beat, outlet, and past coverage.

Make it easy to cover your story: Once you’ve caught journalists’ attention, don’t make them work to understand your news. Provide all essential information clearly and concisely in the body of the email. Include a strong opening paragraph, bullet points with key facts, the full press release, and any relevant visuals or multimedia.

It’s also helpful to offer interview availability with subject matter experts, quotes, or additional background context upfront, so journalists have everything they need to write a story without chasing down more information.

Follow up but don’t spam: Following up after your initial pitch is a standard and sometimes necessary part of media outreach. That said, there’s a fine line between being persistent and being pushy. Wait around 48 hours before sending a polite follow-up email. Keep it short, reiterate the relevance of the news, and offer to provide any additional information.

Avoid sending multiple follow-ups if you don’t hear back. If journalists are interested, they’ll respond. Maintaining professionalism and respecting their time will preserve the relationship for future pitches.

Conclusion
Successfully pitching press releases to media requires more than blasting an announcement to a generic list. By focusing on personalized, timely, and targeted outreach, while also making journalists’ jobs easier, marketers can increase the odds that their news will get the coverage it deserves.

How to Get the Best Performances on Video

How to Get the Best Performances on Video

The engineer shifted from foot to foot, stumbled over his words and his eyes darted all over the room.

Yet, the client insisted that this particular engineer be featured in the company video about a new polymer used in artificial joints. So we shot take after take while the poor guy fumbled with a knee joint.

A week later, we sent an initial cut of the video to the client, who noticed that the engineer had been holding the knee joint upside down and backward the entire time. There was no money in the budget for another out-of-town trip to redo the shoot so we edited it so the engineer could be seen only from the chest up. This was a long time ago while working for another agency, but this disaster has stuck with me.

Video is an incredibly compelling medium, but it can be jarring when it’s done poorly. We’ve all seen enough movies and TV to expect good production values and performances to notice when they’re missing.

And they’re often lacking in one of the most common forms of marketing video — the ones featuring a company spokesperson or leader. Typically, the subject appears alone onscreen, often sitting on a chair or stool or at their desk, talking to an off-camera prompter whose voice is not heard. These videos often are used to introduce a new product or service or as an introduction to the business.

Unlike media interviews, these videos are entirely under the control of the client. Done well, they can be highly effective; done poorly, they can give the company and executive a black eye.

Here are some tips for avoiding black eyes – and get the best performances on video:   

Don’t force it. Some people, like that engineer, simply will never be comfortable on camera, so don’t put them in front of one. No amount of coaching or reassurance will get these people to relax so find someone who is more comfortable.

Take your time (but not too much). Rushed video is bad video. Give the subject some time to relax on the set and get used to the surroundings. Of course, CEOs often are in a hurry so the crew should respect their schedule.

Use multiple takes. Interviewees often feel pressured to nail it on the first take and that causes undue pressure. Remind them that they’re not live and they can do it as many times as it takes to get it right. Also, most videos are pieced together from the best parts of multiple takes. Most importantly, reassure them that the audience will see only the final version.   

Prepare the subject. Go over the subject matter beforehand and share the material with the interviewee well before the shoot so they can be familiar with it. However, be careful that they do not memorize it in order to avoid sounding scripted.

Incorporate the question in the answer. Because the interviewer is unheard and offscreen, the viewers won’t know the question being asked of the subject. So if you ask the CEO, “What was your first job?”, make sure he doesn’t answer, “Waiter.” Instead, he should say, “My first job was as a waiter.” That way, the audience can follow the thread.  

Establish a rapport between the interviewer and interviewee. Even though the interviewer will be unseen and unheard in this style of video, they’re the person with whom the subject is talking and maintaining eye contact throughout the video. They are the anchor for the subject. The two should spend a few minutes together before the shoot to get comfortable with each other and establish a link.

Be nice. In most cases, the interviewee is looking for reassurance from the crew, if not overtly, then subconsciously. An impatient or unfriendly interviewer, sound tech or videographer can give off negative vibes that rattle the subject and ruin the interview.

Hire a stylist. I’ve had executives balk at the idea of someone applying a little powder to their brow, but the alternative can be a spokesperson so shiny-faced that the glare obscures the message. Stylists also can advise on appropriate clothing and spot faults, like a crooked tie.

Follow these tips, make sure the knee joint is right side up, and you should get a video that makes you and the CEO proud.

Content Marketing with Purpose: It Takes Some Discipline

Content Marketing with Purpose: It Takes Some Discipline

In today’s fast-moving digital world, content marketing takes some discipline. You can’t rely on great content alone — it demands structure, consistency, and a results-driven mindset. To establish true thought leadership and maintain brand credibility over time, organizations must adopt a rigorous approach to content planning, creation, and distribution. Below are some proven best practices that can help advance your overall content marketing program from good to great.

  • Develop an Editorial Calendar – Plan your content ahead of time, aligning with product/service launches, company or industry events, webinars, speaking engagements, and more. Don’t forget strategically aligned social holidays, which can help drive engagement.
  • Be Helpful and Educate – Drawing from your ideal customer profile and target personas, think through their pain points and what your product or service helps them solve. Think through the questions they ask themselves every day and answer them! Driving out educational and informative content is a great way to position your organization as a thought leader and the go-to resource for smart, useful content.
  • Be Relevant – Track the trends and news events in your industry and reference and tie to these regularly. Consider a weekly insights column or quarterly report to curate the top trends to watch with your take on why it matters.
  • Create a distribution tip sheet or checklist – Develop a PESO-based content distribution framework specific to your company and refresh it quarterly. I call it this the “Content Marketing Wheel.” Pull it out and review it for each new content opportunity. There are now more channels than ever before from news releases to YouTube and this tool will help you think through the opportunities well suited for each piece of content.
  • Monitor and Measure – Use analytics tools to track engagement, media mentions, and conversion rates. Regularly analyze these metrics – some of the best content marketers do this daily! Assess and adjust your content marketing strategy based on channel performance.
  • Engage with Industry Influencers – Build relationships with journalists, analysts, and other industry thought leaders to enhance your reach. Foster collaborative opportunities for content co-creation such a joint webinar or co-authored thought leadership article with a business partner — 1+1=3!
  • Encourage Employee Advocacy – Empower employees to share content on their professional networks to expand visibility, credibility and optimize content reach. Leverage internal experts and lift them up as brand ambassadors to enhance the credibility of the expert and the organization.

Maximizing Earned Content – Four Key Tips

Earned content — media coverage, awards, analyst reports, and speaking opportunities — is one of the most credible forms of content, but it’s often underleveraged in content marketing and the PESO model. The key to maximizing earned media is following a “create once, share everywhere possible” approach:

  1. Repurpose Media Coverage – If your company is featured in an article or analyst report, don’t just let it sit on the website of that publication or firm. Share it across your company’s blog, social media channels, and presentation decks.  When sharing via blog post, include additional commentary to showcase your expert insights and include a backlink to the article or report. Backlinks to reputable media outlets bolster your website’s authority ranking on search engines like Google.
  2. Leverage Awards and Recognition – If your company wins an award, create a news release and issue it on a wire service, share the news on social media, update your website, and include it in email campaigns. Consider running a paid campaign sharing this exciting news. Recognition builds credibility, but only if people know about it.
  3. Maximize Speaking Engagements – When a leader from your company speaks at an event, record it, create short video clips for social media, and repurpose key takeaways into a post or infographic for your company’s blog. Consider turning the presentation content into a LinkedIn article series, a webinar or a podcast episode for additional mileage. Don’t forget to do a news release covering the speaking engagement either before the event or after and be sure to include details and key callouts from the high-value presentation itself.
  4. Cross-Promote on Different Channels – Content should not exist in silos. Leverage your high-value content everywhere possible. Reinforce thought leadership by integrating earned content across the many channels you have available to you. When you get a piece of high-value earned media coverage, pull out your Content Marketing Wheel to decide where to share it.

Make Every Piece of Content Count

Be disciplined, stay proactive, and always look for ways to get more mileage out of every single piece of content you create.

Great content doesn’t just inform — it influences, builds trust, and opens doors. By applying structure to your content marketing strategy and embracing a disciplined, PESO-aligned approach, you can unlock the full value of every asset you create. Always ask: how can we make this content piece go further?

If you’re looking to bring more rigor and results to your content marketing, the A-Team is here to help. From strategy to execution, we know how to make your content work harder — and smarter — for your brand or business.