How storytelling humanises health innovation

by Carol Saldanha

When Rhys Martin, Avion’s Director and Head of Delivery, attended SXSW (South by Southwest) last year, one insight stayed with him: health needs a hero. 

Innovation in health technology is advancing in leaps and bounds. But misinformation and distrust in science are spreading just as fast. According to a 2024 study, nearly 36% of social‑media users say they encounter high levels of health misinformation, and around two‑thirds believe it’s widespread. 

With preventable diseases on the rise and many patients – especially women and people of colour – feeling unseen, facts alone aren’t enough. So how can health brands bridge the trust gap? 

The answer lies in storytelling that centres the individual as the hero of their own health. As Kate Cronin, Chief Brand Officer at Moderna, puts it:

“Successful health brands amplify the individual as the hero of the story… People love brands that love them back.”

Why human-centred storytelling matters in health tech

Human-centred storytelling transforms innovation into something people can connect with. And this SXSW insight is hard to ignore: we retain information 22 times better when it’s shaped as a narrative.

By focusing on the individual’s journey – their challenges, decisions, and victories – health brands can:

• improve patient engagement and adherence

• build confidence in care decisions

• foster trust in science and technology.

Simply put, the narrative makes the brand real.

How our clients use technology to centre human stories

Matilda Health: Empowering recovery through digital programs

Endometriosis is more common than diabetes among Australian women, yet it can take years to get a diagnosis. And when surgery is in order, the preparation and recovery can feel overwhelming. 

Matilda Health addressed this issue through an 8-week digital program that combines:

• prehabilitation

• rehabilitation

• ongoing support.

The technology is powerful, but it's the story that makes it human: patients are the heroes of their own recovery, gaining control and confidence at every step. As one client says:

“The Matilda Health app gives the power back to people.”

By combining holistic guidance – including movement, nutrition, and mental health support – with a digital platform, Matilda Health transforms abstract tech into a companion that empowers, informs, and supports.

Jean Hailes: Bringing clarity in women’s health

There’s a gap in our health system that often leaves women feeling unseen, unheard, and discredited when seeking care and medical support. The Victorian inquiry into women’s pain highlighted this disparity.

Jean Hailes for Women’s Health is dedicated to closing this gap by improving women’s health across Australia through every life stage. One way they’re doing this is by simplifying preventive care through the Her Health Check.

By answering a few quick questions, women can understand which health checks they need and when. They receive a personalised report to share with their doctor, giving them clarity and agency over their own health.

This tool demonstrates that turning a potentially overwhelming process into an empowering experience can be done with three things:

• plain language

• simple UX

• personalised insights.

TIDE Education: Using virtual reality training for safer, compassionate care

Healthcare professionals face high-stress, high-risk environments. And TIDE Education founder, Misty Carey, knows it firsthand. As a nurse, she’s observed and experienced her fair share of violent incidents in the Western Australia health system.

So, she co-designed an immersive training that uses virtual reality (VR) to teach trauma-informed approaches to other healthcare practitioners. The training places staff in simulated violent situations in a controlled VR environment, helping them safely practice de-escalation and reduce workplace harm.

But even though technology is an essential part of TIDE Education’s story, the real narrative is about people. When healthcare staff can respond to challenging behaviours by de-escalating them, they take agency in building a healthier workplace. They also improve patient outcomes while fostering a more sustainable environment for everybody.

How people-led narratives empower health heroes

Putting people at the centre of health stories means designing content and experiences that reflect:

• who they are

• what they value

• how they move through the world. 

It’s a shift in perspective. Instead of positioning your organisation as the expert with all the answers, human-centred storytelling puts people in control of their own narratives. The company moves to the passenger seat, taking on the role of guide, supporter, or trusted companion.

Here’s how health and UX teams can bring this to life:

Reflect real patient lives and identities

Use language, imagery, and scenarios drawn from the communities you serve. This shows that you understand them as people, not just as data.

Start from the individual’s goals, not organisational ones

Frame information around what the person wants to achieve in their own health journey.

Use stories that mirror lived experience

Help people recognise themselves in the narrative. Include voices from:

• patient

• caregiver 

• community.

If the budget is tight, start with online forums and communities. But when possible, prioritise user research and testing for deeper, more accurate insights

Adopt the “guide” stance

Provide support, reassurance, and clarity instead of instruction or authority. The call to action should feel achievable, not imposed.

Design clear, accessible digital health pathways

Reduce cognitive load and make action easier with:

• clear steps

• simple language

• predictable patterns.

Build inclusively

The standard test user in health is a white male. Ensure your product works for everyone it’s intended to serve. Test with those who have been historically excluded:

• women

• people of colour

• gender-diverse users

• people with disabilities

• culturally diverse communities.

Measure connection, not just completion

Track indicators of confidence, trust, and clarity, not just clicks or form submissions. These could include:

• qualitative feedback from surveys

• patient-reported outcomes

• sentiment analysis from support interactions. 

Measuring emotional engagement helps assess if the content truly empowers users, not just if they completed a task. 

The holistic impact of human-centred storytelling in health content

By grounding storytelling and design in the lived experience of the audience, health organisations can:

• reinforce the individual’s role in their own story, giving people agency and ownership over their care.

• humanise their innovations by turning technical or impersonal information into relatable, meaningful narratives.

• build trust where facts alone fall short. 

This approach builds emotional connection and makes people more willing to engage, learn, and take action. 

Health isn’t the only sector that can benefit from human-centred narratives. Regulated industries where trust is critical, like finance and education, can also adopt storytelling to connect, build credibility, and empower people to make confident decisions. 

If you want your content to build trust and drive meaningful action, we’d love to help. Avion partners with health and regulated sector teams to create human-focused content that supports better care, services, and outcomes.

Image credits: Illustration by pch.vector on Freepik. Custom GIFs by Emory Allen on Giphy and backhand187 on Tenor.