The trick to producing a good public health campaign is to avoid frequenting your audience," says Gita Mendis. “Try to tell authentic stories with real people to create relevant campaign content. If someone who has lost a relative to a smoking-related illness tells their story in an open and personal way, it is hard to dismiss the message of a quit smoking campaign."A good healthcare marketing storytelling strategy needs a few standout features to grab buy email list patients' attention:It must bring emotion. There's no such thing as overly tugging at the heartstrings when it comes to telling stories about health care.He must win hearts and minds. Yes, emotion is important for the heart, but it must also be intelligent and logical. People are cynical today, and they can smell the insincerity a mile away.It must be communal. The best health care stories invoke thousands of people. If you're talking buy email list about a concern as universal among people as physical well-being, brands should appeal to the sense of community in all of us.Use real stories, real people, real challenges. Be open and call on the many, not the few, and you too could inspire the kind of zealous loyalty we see from the British public to "their" NHS.For more stories like this, subscribe to the Content Standard newsletter . Subscribe to the Content Standard Featured buy email list Image Attribution Nick Karvounis [The 70th anniversary campaign] focused on the people who make up the NHS, the experiences of those who have worked there over the years and the impact the work of the NHS has had on patients. It was engaging, it was informative, it was authentic, and it was moving. And that made it incredibly powerful and effective," writes Lorna Branton for Influence ."The 70th anniversary has given a real platform for the NHS across the country to continue to use the stories of individuals to start conversations."Takeaway: make the most of a milestone; don't be afraid to extend the celebrations (and content opportunities) as long as possible.