Has storytelling become a buzzword in health communications?
We take storytelling seriously. ‘What story do you want to tell?’ is a question we’ve asked our clients since we set up shop in 2022. We even have new laptop stickers that remind us every day, that not only do we work in communications, but that our job is to tell stories that matter and that people want to listen to.
We have noticed an emphasises on storytelling across all channels, with lots of us in the industry referring to ourselves as quote unquote: storytellers. And in many ways, this is a positive shift. But as the trend accelerates, there’s a real risk that the word itself becomes stretched so far that it loses its meaning. When everything is framed as a story, we can end up focusing on the language and aesthetics of storytelling rather than the depth it demands. So, as we step into the new year, it is worth asking: are we truly telling stories, or are we simply adopting the vocabulary of storytelling without doing the listening, co-creating and meaning-making that sits at its core? What makes a story worth telling in the first place? And are we honouring the nuance of the patient experience, or packaging up familiar messages for engagement and metrics and KPIs?
Now with AI in the mix, there’s an additional layer to consider. AI can analyse patient conversations, identify emerging themes and help us work smarter, but it can also tempt us towards quicker, easier and flatter narratives. A tool that can generate a compelling arc in seconds risks replacing the slow, human work of empathy, consent and co-creation. And in a sector that’s built on trust, we need to ensure AI supports authenticity rather than automating it.
What’s the real risk here? That storytelling becomes a buzzword rather than an artform.
At the end of last year, you may remember a certain interview exploded on LinkedIn. The BBC Today show told us that the number of LinkedIn posts including the word ‘storytelling’ doubled in 2025 and Sir Martin Sorell and Sarah Waddington were on the panel to discuss it. But the real reason this clip went viral? Sorell casually dropped a conversational grenade by declaring that these days, there’s ‘no such thing as PR’. A claim so bold it probably had half the industry spluttering into their lattes and preparing a very strongly worded comment. However, the wider conversation was centred around the idea of stories and their function in today’s digital economy. Sorell argued that in the age of AI and LLMs we need to be ‘flooding the internet’ with digital content that can be picked up and duplicated, implying that whilst storytelling is still important, 2026 will be the year of quantity over quality.
However, Waddington was of the (very much more PR) mindset that in fact, storytelling is central to what we do, whether its advertising, public relations or general communication. She agreed with Sorell in terms of the impact of AI, however she emphasised that storytelling is just a natural part of the PR role, she even used the fantastic term ‘reputation custodians’ to describe the work communications professionals do.
With the rise of AI and with that the insidious increase of mis/disinformation emerging from all corners of the globe, clear, factually accurate and engaging stories are now more important than ever. Without denying the importance of working with LLMs and GEO style-writing for patients, we need to remember that creating content shouldn’t have machines front of mind, but the end user. This highlights the growing trend we’re seeing across the industry of an anti-AI sentiment; professionals are creating things that don’t feel highly polished, they’re beginning to lean into a more messy, imperfect style of content. People are yearning for authenticity in a digital sphere where a video of bunnies jumping on a trampoline isn’t even real.
While the rise in roles advertised such as ‘Head of Storytelling’ may sound like a trend or a fad, the motivation behind it actually reflects a deeper need for thoughtful, clear and creative communications that counter the ‘AI slop’ we’re seeing bombard the internet (as Sir Martin would put it).
All of this boils down to one thing; storytelling isn’t becoming more talked about because it’s trendy, it’s because the world we’re communicating in is getting nosier, messier and harder to trust. So, there’s no need to panic about the AI takeover, we just need to recognise that thoughtful, human-centred (in all aspects) communication is fast becoming an advantage. The organisations that treat storytelling as a discipline, rather than a decoration, will be the ones that remain believable in a landscape drowning in content.
When is a story, not a story?
However, we still haven’t got to the heart of what we actually mean by ‘stories’, especially in healthcare comms, as we all know they’re not always fairy tales. A story is more than a statement or a message; it is a structured account of change over time. It follows someone or something from a clear ‘before’, then, through a tension or challenge that disrupts the status-quo, we move to an ‘after’ that shows why change matters. If nothing changes, it ceases to be a story, just a description.
A statement presents the facts. A message takes those facts and adds intent. A story, by contrast, shows lived experience, movement and meaning. And this differentiation is important in healthcare communications, as it emphasises how the difference between information and experience can completely shift the impact.
As a lifelong humanities student, I’ll admit when I first heard there was an actual science behind storytelling, I was sceptical. But thanks to my colleagues, I’ve finally come to understand what all the buzz is about.
The science behind storytelling
To tell impactful stories, we need to think about the audience – who will be reading or listening to this? I’m about to go into science mode, so get ready! When people hear a story, multiple brain regions are activated, i.e., sensory, motor, and emotional centres. This approach makes the experience far more vivid and memorable than simply presenting the facts. Think back to school or university where teachers would encourage you to turn dates, formulas or historical sequences into stories or mnemonics to help you remember them. The principle is the same: when information is embedded in a narrative arc (beginning, middle and end) is easier to remember and retell. Emotionally charged stories drive more action and long-term engagement.
How can we put this into practice? Knowing all of this is useful for understanding why stories matter but knowing how to do this is vital for spreading real change. Here are a few tips that can help make your stories even more powerful:
At Curious Health we use different frameworks build a narrative that resonates and moves people. Simplifying information to get a point across isn’t storytelling, we need to think holistically about the way the audience will be receiving the information to meet them where they’re at.
Try using first-person perspectives and relatable characters to help audiences see themselves in the story. Concrete, specific stories help people identify with the narrative and are more likely to be persuaded by the narrative.
So, while on the surface it looks like storytellers are having their ‘moment’ on LinkedIn, on a deeper level, they are symptomatic of wider issues in communications. In fact, it is up to us working in healthcare comms to stop stories from just becoming a buzzword in our sector. We need to employ all the frameworks and expertise we’ve accumulated over the years and make sure we don’t end up just adding to the AI slop that’s dominating the internet. Instead, if we work together, with patients, doctors and communities alike, we have the power to keep stories as the cornerstone of everything we do.
If you’re looking for ways to make more impact with your corporate communications programme, we’d love to help – st*********@***********th.io
