Let’s face it: no one dislikes a good story. And one thing is clear: your potential patients crave stories just like the rest of us. They want stories about patients just like them who had the same symptoms, the same frustrations and the same needs.

Patient case studies are one of the most effective tools smart healthcare marketers use to nurture and convert leads. So if you’re not including them in your content marketing strategy, you’re missing out.

Here’s why.

They get you attention

Journalists don’t need more doctors or experts. They need stories.

As a freelance magazine writer, I often reach out M.D.’s, naturopaths, functional medicine doctors and other practitioners to help me find patients with serious, but often overlooked medical conditions.

What’s more, my editors at Fox News are much more likely to approve a story idea if I also have a patient story. So if you’re trying to get the media’s attention, you’ll need to do more than just send out a press release.

Create content around patient stories, include case studies with your press releases and offer interviews for journalists looking to write a great story.

They put a name to a face

Patients already know you exist, but what they really want to know is how what you offer is different. How will you change their lives? Patient stories help your leads see that you’re a real company with real doctors, who care for real people.

They validate results

When it comes to finding a doctor, the rules have changed. Patients are smarter than ever before and they’re choosing their doctors only after doing their research, reading online reviews and asking their friends for recommendations.

Using patient stories is a great way to nurture leads and make an effective case for why they too should choose your organization.

They answer questions

Testimonials are great, but case studies help fill in the gaps and answer your leads’ most burning questions. Because let’s face it, your customers aren’t reading every last word on your website.

They want to know things like: did the doctor take the time to listen? Does he offer flexible appointments? What tests does he offer?

So make it easy for them and give them the answers while also keeping them engaged.

Here are a few ways to use patient stories.


Add a navigation tab on your homepage and create landing pages for your stories.


Create a series of blog posts for patient stories and link to them in other types of content. Or repurpose your existing case studies into blog posts to maximize your ROI.

Share on social media

When you create new content, always share it on social media and include relevant keywords and hashtags.

Annual reports

Hospital annual reports tend to be dry but if you include your most compelling patient stories, they can be interesting and make you stand out from your competitors. 

Newsletters and emails

Include a patient story in your newsletter that’s relevant to your other content or link to your landing pages in emails.

Webinars and in-person events

When included in webinars or presentations at in-person events, patient stories can convert leads and help upsell current patients on additional services.