In an industry where most PR conversations are reactive, the most effective healthcare communicators are turning that model on its head. Instead of waiting for crises, lawsuits, or misinformation to demand a response, they’re building patient trust long before it’s tested.
This kind of proactive healthcare PR isn’t loud. It doesn’t always go viral. But it builds equity—quietly and meaningfully—through stories, community, and empathy.
New York-Presbyterian’s Patient Stories: Health is Personal
Hospitals are often viewed as cold, clinical spaces—necessary, but intimidating. New York-Presbyterian sought to reframe that perception by focusing not on its facilities or technology, but on its patients. Through its “Patient Stories” campaign, the hospital produced short films and articles highlighting the journeys of individuals who overcame medical challenges with the hospital’s help.
These weren’t testimonials—they were human stories. One featured a heart transplant recipient who ran a marathon a year after surgery. Another showcased a young cancer survivor giving back to other children going through the same experience. Each story was real, emotional, and deeply moving.
By focusing on the lives they touched, rather than the services they offered, New York-Presbyterian reminded people that behind every diagnosis is a person—and that their care is about more than medicine.
Dana-Farber’s “You Have Us” Campaign: Emotional Anchoring
Cancer isn’t just a diagnosis; it’s a life-altering experience. Dana-Farber Cancer Institute launched its “You Have Us” campaign to offer more than medical promises—it offered solidarity. With poignant imagery and minimalistic messaging, the campaign emphasized that patients are never alone. Whether it was a doctor, nurse, researcher, or family member, someone was always standing beside them.
This was PR as emotional safety net. It didn’t explain treatments—it explained presence. In a world of increasing isolation, that kind of message resonates deeply.
UnitedHealthcare’s “We Dare You” Campaign: Participation, Not Persuasion
Most wellness campaigns nag. “Eat better.” “Move more.” “Check your blood pressure.” UnitedHealthcare flipped the script with its “We Dare You” campaign. Each month, the company issued small health-related challenges—drink more water, try a new veggie, take 10,000 steps—and asked people to share photos or reflections on social media.
The genius here was in simplicity. No lectures, no fear-mongering. Just fun, community-driven participation. Over time, it created a movement—not just among customers, but among staff and stakeholders, too.
It wasn’t about a product. It was about identity. People didn’t just use UnitedHealthcare—they became part of a culture of health.
Carilion Clinic’s #YESMAMM: Social-Driven Advocacy
October is Breast Cancer Awareness Month—but for Carilion Clinic, pink ribbons weren’t enough. Their #YESMAMM campaign combined social media advocacy, informational posts, and live Q&As to encourage women to get mammograms.
The hashtag served as both a call to action and a public pledge. Women posted selfies, stories, and even questions. The clinic responded with facts, reassurance, and scheduling help. What could have been a routine campaign became a deeply interactive, emotionally resonant conversation about health.
This was healthcare PR as empowerment—turning routine screening into a community act of care.
Mayo Clinic’s Patient Blog: Stories Build Systems
The Mayo Clinic doesn’t need brand awareness—it needs ongoing trust. Its “Sharing Mayo Clinic” blog showcases first-person accounts from patients, doctors, and caregivers. These aren’t PR-generated stories; they’re real experiences, edited lightly for clarity and tone.
By regularly publishing these pieces, Mayo reinforces a key message: science is important, but so is connection. The stories show what happens before, during, and after medical intervention, painting a full picture of the human experience of care.
When people search for information about treatments, they don’t just want medical facts—they want to hear from others who’ve been there. Mayo meets that need with humility and openness.
Bupa and Tia: Mental Health and Design-Centered Trust
Not all healthcare happens in hospitals. Bupa, a major healthcare company, launched campaigns addressing mental health in the workplace—equipping employers with resources, tools, and webinars to support staff well-being. Instead of advertising services, Bupa offered support and leadership, reinforcing the brand’s commitment to care beyond the clinic.
Similarly, Tia, a modern women’s health clinic, used architecture, Instagram storytelling, and influencer partnerships to create a new kind of PR—one where the waiting room looked like a spa and the exam room felt like a safe haven. Their PR was baked into the design of the experience itself.
Both brands understood a powerful truth: in today’s landscape, trust is built through tone, space, and presence—not just messaging.
Healthcare PR Is Evolving—Are You Ready?
These campaigns show that effective healthcare PR is no longer about press releases, brochures, or crisis containment. It’s about building emotional infrastructure. It’s about trust before need, clarity before confusion, and presence before pain.
The new healthcare communicators aren’t just storytellers—they’re trust architects. And their blueprints are made of empathy, action, and consistency.
For healthcare brands ready to make a lasting impact, the message is clear: don’t wait for a crisis to define your voice. Start speaking now—truthfully, thoughtfully, and with people at the center.