The Healthcare Narrative Problem
“Without a clear narrative framework, every tactical piece becomes a negotiation about identity.”
June 1, 2025
Why Brilliant Companies Struggle to Get Their Story Across
After two decades in healthcare communications, from my time at Novartis, CVS Health, and Aetna to working with dozens of established and emerging healthcare, biotech and pharma companies, I've seen a consistent pattern in communication.
Some of the most innovative healthcare companies I've encountered, with groundbreaking science and dedicated teams, struggle mightily when it comes to telling their story effectively. It's not a matter of intelligence, resources, or even having something important to say. The issue runs deeper than that.
The Complex Healthcare Story Challenge
Healthcare companies face a unique storytelling challenge. Unlike consumer brands or B2B software companies, healthcare organizations must navigate multiple complex narratives simultaneously:
Scientific innovation that requires both technical accuracy and accessible explanation
Regulatory pathways that demand precision and compliance
Commercial viability that speaks to market opportunity and business model
Patient impact that connects emotionally while maintaining clinical credibility
Add to this the diverse stakeholder ecosystem of patients, caregivers, healthcare providers, payers, investors, regulators, partners… and you have a communication challenge that would test even the most skilled storytellers.
It’s a challenge. And healthcare companies are great at meeting challenges. Yet many of them approach this challenge in exactly the wrong way.
The Tactical Trap: Building Without a Foundation
Here's what I see happening repeatedly:
A healthcare company realizes they need to "get their story straight." So they start with tactics:
Website redesign: "Our website doesn't tell our story effectively."
Investor deck refresh: "Our pitch needs to be more compelling."
Press release templates: "Our announcements don't generate the coverage we want."
Video script: “This doesn’t sound like something we’d say.”
Sales collateral update: "Our team needs better materials."
Each piece gets careful attention. The website looks and reads professional. The investor deck flows logically. The press releases follow proper format. The sales materials are well-designed.
But still… something's not working.
Stakeholders remain confused. Employees can't explain what makes the company different. Investors ask clarifying questions that suggest the core story isn't landing. Media coverage misses the key points. Sales teams struggle to articulate value proposition consistently.
The problem isn't the tactics. It's the narrative foundation.
Without a clear narrative framework, every tactical piece becomes a negotiation about identity. What should we emphasize? How do we position against competitors? What's our unique value? These fundamental questions get re-litigated with every new piece of content.
