Patient story multiplies charity impact across channels
Sector: Charity
Client: The Air Ambulance Service
Services: Patient story writing
How I help: The communications team gains plenty of scope for other media uses from the powerful patient stories they commission me to write about the people TAAS saves.
Client
The Air Ambulance Service (TAAS) is an emergency healthcare charity that operates the Children’s Air Ambulance, the Warwickshire & Northampton Air Ambulance and the Derbyshire, Leicestershire & Rutland Air Ambulance. It started using my patient story copywriting services in 2022.
Challenge
TAAS’s communications manager commissions me to write patient stories when she needs support. The story must connect with readers emotionally, and tact is required when interviewing people often traumatised by a medical emergency.
Action
Each piece starts with an interview. I ask patients open questions calmly and take time to build their trust before writing a first draft. We send every interviewee the text for approval. There’s no pressure to agree to publication.
Result
It takes a writer years of interviewing experience and journalism training to make people feel comfortable talking to them for a patient story. Showing a tactful keen interest alongside active listening skills builds stories that meet the client’s brief and lead to further communications opportunities, such as marketing campaigns and social media.
Read about my healthcare copywriting services.
Testimonial
Alison has been a pleasure to work with and is highly reliable. Whether interviewing and writing some of our compassionate and impactful patient stories or pulling together the charity’s Impact Report, Alison tailors her skills and writing to different audiences, always keeping the charity’s voice and messaging at the forefront. She is personable, professional, and a great support.
Camilla Raca, communications manager, TAAS
