True storytelling - make space by respecting the stories already there

Principle two “True Storytelling makes space that respect the stories already there”* is about being aware of stories already there and how to connect to them or accept and work with them.

It is about using all the experience that already exist and take this and lift it to a higher result. See a purpose in what the surroundings are teaching you and create a space for a new story grounded in the foundation of learnings and acquired knowledge.

In the world of Healthcare Entrepreneurship there is many histories existing as there are many stakeholders involved in the journey of the product/solution.

Therefore I guide the Healthcare Entrepreneurs to map out all the stakeholders that are involved in the journey of the product/solution.

What is their mission? What is their wish to achieve? And how can your product/solution help them in their goal?

Therefore the way to always start the journey within Healthcare Entrepreneurship is to get a deep insight in the user. What is their story? How does their daily life look like and how can your product/solution help them?

Within Healthcare the end-user will always be a patient being treated, diagnosed or aided with their disability. The most accessible way to the knowledge of their everyday life is to go in and investigate in the corresponding Patient organizations and hear what they have to say. This is always a good start. To come in with an open mind and just listen to what is being said to understand what the situation is for the patient.

When understanding what the patient is going through and then navigate this learning back to the dialogue with the physician taking care of the procedure for the patient, you get a completely different approach to the product/solution you offer as you combine the story from the patient, which always containing a large amount of feelings and the physicians solution-and safety and efficiency-mindset on the patients behalf.

You can then by seeing the stories already there create the story around why your solution can help and by deep conversation with the HCP (Health Care Professional) find out what is needed from you to help them helping their patient or if it is an app what is needed to navigate them in using your product.

And here I see many Healthcare Entrepreneurs focused on the developed solution, but there are many other things around the product that is just as important.

The number 1 thing is compliance. All data regarding the product to ensure the safety for the patient and the efficacy is absolute key. This needs to be the highest focus even before go-to-market – and with the right classification of the product and all the data required to back claims and statements up you will have a much stronger foundation in the market.

Then the training. How does the product/solution work. Here I have seen projects failed as the Healthcare Entrepreneurs had not taken into account how to train in using the product, not providing enough knowledge to the user.

I have had a case with a Medical Device in Europe being launched and failing due to 2 things.

1 not providing learning on how to use the product so the physicians felt safe,

2 not have a niche-oriented focus on what specific indication this product was intended

When relaunching the product, it was therefore important to address especially these 2 areas, admitting the failure of the first launch and establishing the trust again by making sure a learning-set-up was initiated and that there was focus on the indications for the product. This approach gained interest with HCP’s and they could then again show interest to the product.

It is remarkable what you can learn, when you make space for the stories already existing and especially in failures as you can if you go deep into the project pinpoint exactly where did it go wrong and use this knowledge to bring you further.

Sometimes you also need to be able to rehistorize and with this I mean go in and see if there is another story that could be told, solely for you or the project leader to get the energy and flow going again.

For a long time I had difficulties in forgiving myself for what I had done with my own company. I relived over and over again all the errors I had made, all the times I had made bad decisions. I needed someone to tell me another story - so it could become a lesson and perhaps in the end a blessing. And what I wished for came true. A financial advisor said to me. I know that it is has been tough. I know you have lost a lot of money but I don’t see you as a failure. I see you as an independent woman, not borrowing one single coin but building it all up by hand, investing in wrong projects, yes. But you believed in it and you went all in and did everything in your power to make it work. It takes courage, it is admirable.

I had never seen it like that and suddenly I could see how I had shown not only myself but also my surroundings that I went 100% for what I believed in.

It gave me strength to move on.

I often say to my customers. “That was then, this is now.” As we all know we cannot change the past and the future is unwritten. Whatever we experience we have the power within ourselves to change our experience into something positive, simply by living in the present and seal the doors to the past and future.

In the True Storytelling Book we use the terminology about surfing and that is exactly the mindset that is so healthy to have. Not only in the world of Healthcare Entrepreneurship but in Life in general.

Take all the learnings, prepare your “surfing-board” polish it with truth, integrity and evidence and wait for the perfect wave to come.

When it comes to communication who is it that is buying your product? In many cases when is comes to healthcare solutions it can be others than the person in need of your product. What is the story that is already there? Often you will find that it is a relative buying for the patient or on the patients behalf but what is their story? They will firstly look after evidence. They want to be absolutely sure that their loved one is safe and can be helped by using your product. Therefore the use of Testimonials are very strong – and here I am not talking about Trustpilot. I am talking about real cases, where the relative can see that it has helped another person. Show respect for the stories out there that is emerging and share them for others to see how beneficial it can be for their loved one.

When it comes to a product that should be placed or supported by a HCP, they will look for scientific articles. Evidence that shows that your product is safe and efficient written by other HCP’s. By providing this you not only share a story of your products safety and efficacy, you also show that you generally care about the use of your product and that you are building evidence and this is key in this journey: Evidence and constantly evidence-building.

How can you aid your Distributors in this process of communication and market your products?

By going in and see and understand the story of the Distributor.

How is the organization sat up, what do they require from you in order to funnel down all the knowledge and material that is needed to support the sales team.

Here again it will first and foremost be evidence they will ask for. Evidence of the products safety and efficacy, that you are compliant and that you can deliver on the promises of the product: product delivery, efficacy, safety, service and data-support.

Which marketing-tools have they already established? How can you integrate with your communication and material and supporting theirs? This could be as simple as providing text and images.

The indepth knowledge of your product. The more knowledge you can provide – the better equipt they will be to sell your product.

Here the goal is to see the Distributor as a Partner and exchange mutual experience. Making place for the story already existing in their company. This mean understand how they work in their teams, what kind of support will be beneficial for them that you can provide.

Above mentioned are just a few examples of Stakeholders in the Healthcare Entrepreneur Journey but key here is to go into depth with the need of the Stakeholders. Accepting the stories already there and build it up to a win for all involved parties.

*The 7 principles are from the book True Storytelling, Seven Principles For An Ethical and Sustainable Change-Management Strategy by Jens Larsen, David M. Boje and Lena Bruun.

Anne-Marie Hall became a certified Trainer by the True Storytelling Institute in February 2021.

Amazing Hall helps Healthcare Entrepreneurs and Executives through a mixture of storytelling and strategic marketing guidance to navigate in their journey.