Storytelling is a powerful tool to inform and engage audiences. One barrier to identifying and sharing them is a clinical mindset of ‘holding’ a patient’s story. A need to shift this perception of the story being ‘ours’ to the story being ‘theirs’.

Aims To develop a culture of storytelling across Strathcarron Hospice; creating a robust process, to build the confidence of all staff to identify these authentic stories.

Methods

1. Create a storytelling policy, consent form and clear set of guidelines

2. Communications Group set up, identifying one person from each department to join.

3. Weekly virtual 30min meeting, on different days to increase participation to share stories.

4. Process: Ask the person (patient or family member) if they would like to share their story, if ‘yes’ then the Communications Manager follows up. With consent agreed, every story handled with sensitivity, respect and professionalism, avoiding coercion.

5. Stories live on the website, social media and communication channels.

Results The development of a clear process coupled with consistent sharing of stories over 3–6 months, trust was built among clinical staff, resulting in 1–2 stories every week. Those asked to share their personal story said they felt empowered by leaving a ‘legacy’ and being able to give ‘something back’ to Strathcarron.

Real life impact: One woman continually resisted hospice treatment, agreed to have symptom management at the hospice after reading a story online. Result = early palliative care.

Facebook stats: Reach increased 102.5%, Engagement increased 73.8%.

• Website users increased 21%, Patient Services now in top five pages.

• Readers now spend 2.25mins reading stories.

• Three patient stories in Daily Mail Good Health.

Conclusion By establishing a robust process and policy, building up trust with clinical staff helps with confidence to open up opportunities for people to share stories.