A brand film repositioning healthcare technology as a tool for human connection, not clinical efficiency
Brief
Get hospital leadership at a leading children's healthcare system
Who saw their new platform as infrastructure to implement
To champion it as a tool that gives care teams more time for connection
By creating a brand film that led with human moments, not technical features
Role: Brand Storytelling Lead, Script & Narrative Architecture
Client: Leading Children's Hospital
Challenge: Pitch a complex healthcare platform to leadership by showing emotional return on investment
Insight
A leading children's hospital needed to pitch a complex healthcare platform to leadership. App demos don't inspire. Technology can feel cold and transactional. Care shouldn't.
When care teams are buried in disconnected systems, they lose time with patients. The real value wasn't efficiency—it was creating space for the moments that matter.
Hospital executives saw the platform as infrastructure. Care teams saw it as administrative burden. Neither saw it as something that could protect what drew them to healthcare in the first place.
Truth: Technology demos convince people of capabilities. Human stories convince them of value.
The Creative Platform
Stop Leading with Features. Start with Moments.
The breakthrough: Shift from product features to emotional return on investment. Instead of showing what the technology does, show what it makes possible.
I led brand storytelling and script development, partnering with the creative director and production team to translate a complex healthcare platform into an emotional narrative hospital leadership could champion.
The challenge wasn't just writing a script. It was building a narrative framework that could shift how decision-makers saw the technology. Not as another system to implement, but as a tool that gives caregivers what they've always wanted: more time with the people who need them most.
Approach
I wrote the script as a series of emotional beats. Each scene mirrored the caregiver's journey from idealism to friction to hope.
The Work:
- Developed narrative framework positioning technology as quiet enabler, not hero
- Wrote script as brand manifesto showing human impact of streamlined workflows
- Collaborated with director on scene-by-scene emotional arc
- Ensured every frame reinforced the central idea: technology isn't the hero, care is
- Created messaging that became the template for all technology rollout communications
The story came alive on screen, reframing technology not as the hero, but as the quiet enabler of connection.
Impact
Stakeholders stopped talking about workflows and features and started talking about making room for care.
What Changed:
- Leadership presentation strategy shifted to lead with why, not what
- Platform adoption conversations became emotional, not technical
- The film became the creative foundation for all rollout communications across hospital systems
- The narrative framework I built became the template for how the brand talks about all technology solutions
The story didn't just launch a product. It changed how an organization talks about innovation.
Why it Worked
Repositioned healthcare technology from infrastructure to human enabler
Led with emotional return on investment instead of technical specifications
Created a narrative framework that could shift stakeholder perception
Proved that in healthcare, people don't buy what platforms do—they buy what platforms make possible
Built a storytelling template that scaled across all future technology communications