E76: Case Study: Using Patient Films to Improve Attendance Rates with Eleanor Stanley

In this episode, I had the pleasure of speaking with Eleanor Stanley, a coach and communication specialist, about her inspiring work with Guy’s and St. Thomas’ NHS and the British Association of Retinal Screeners.

Eleanor shared a powerful case study on using co-production and storytelling to increase attendance for diabetic eye screenings, especially among groups that are often harder to reach. We discussed the importance of authentic communication, the value of patient voices, and how even small-scale projects can drive real behavior change.

1. Co-production with clear roles is key: Involving patients directly in the creation of communication materials leads to more authentic and effective messaging, but it’s crucial to define everyone’s role and manage expectations, especially with limited resources.
2. Storytelling drives behaviour change: Crafting a compelling narrative, rather than just sharing facts creates emotional engagement and helps audiences connect with the message on a deeper level.
3. Measurable impact matters: Adding a patient story video to appointment reminders led to a 25% higher rebooking rate for diabetic eye screenings, demonstrating the real-world value of thoughtful communication interventions.

“You need to be very clear on your outcomes. You need to be measuring for results and all of that, but it’s so much nicer for you if you are doing it from a place of authenticity and also it’s so much more effective in what you can produce. It’s just people, and it can sound scary…but actually just one really good conversation with someone can just completely change everything.”

Eleanor recommends “The Advice Trap” by Michael Bungay Stanier. She highlights its focus on humility, curiosity, and changing the way you lead through better listening.

Resonance Programme is a bespoke journey for leaders and communicators ready to rethink how they show up at work and beyond. It is professional development - led by Eleanor - for mid-career senior leaders and communicators working in health social impact. Click here for more info. 

If you enjoyed this episode or have a case study to share, reach out at brainfuel@hiddenvoicesheard.com!