One of the greatest challenges in health care public relations is convincing our clients, the health care providers, to approach patients who might be willing to participate in news stories.
Reporters want to personalize stories about diseases and new treatments with the experiences of real patients. It’s more compelling, and more believable. Some reporters will not even consider a story unless a patient can be interviewed. On the other hand, health care providers have legitimate concerns about protecting patient privacy. It’s both a professional obligation and the law. There are also more subtle concerns; might a “willing” patient say “yes” simply to avoid disappointing his or her health care provider?
Experienced health care PR professionals know how to manage these concerns. Once the health care provider obtains a patient’s permission for us to call and visit, we make sure the patient is fully informed of the process before making a decision, can gracefully say “no” (which patients find easy to do since they are speaking to us, a third party, instead of their health care provider), and if the answer is “yes” signs the necessary legal consent forms before their contact information is provided to the reporter.
Many patients do say “no,” either because of their own apprehensions or those of family members. But some also say yes. Health care providers often seem to be amazed by this.
Patients have all sorts of reasons for participating in patient news stories. Some are simply open people who are comfortable sharing their experiences. Some want to help other patients who are facing their condition. Some want to assist their own families; I recall one mother delightedly participating in a news story about her son’s organ transplant, years ago, in hopes it would raise awareness for fundraising efforts on behalf of the family.
We’d love to hear your experience on this subject as a provider, patient or fellow communicator. If you’d like to see samples of our work in this area, please click here.
