A managing director from a life sciences company contacted me.
He needed a patient film to present at an affiliate leadership meeting. Could I conduct the research, organise the filming and edit the story in time for the meeting?
“Yes. But if you are going to stand up and tell this story, better to come with me and meet the patient yourself.”
He was busy. Managing directors are always busy.
A few weeks later as it happened, we were both on a train from London to Rochdale near Manchester. Jason lived with his family in a red brick terrace on the outskirts of the town. An autoimmune disease had dismantled his working life and today it seemed his world had shrunk. He spoke about pain, hopes, frustration, exhaustion and stalled plans.
By the end of the day we’d spent time with Jason’s partner, seen his old workplace, sat in on a physio session and spent half an hour with his mum. She was a kind, religious woman who talked about Jason’s journey to diagnosis, cats and God.
We captured the entire day on film.
About a month later the MD stood in front of his leadership team. He showed the film, then spoke about something Jason’s mum had said about delayed diagnosis and what it had cost her son. His job. The family’s quality of life. Years of pain that might not have happened (and lots of trips to the hospital putting strain on NHS services).
Nobody can give you what you bring back from a day like that.
The truth you’re looking for is in a front room in Rochdale, in what someone’s mum says in between talking about cats and God and a diagnosis that came too late.
There’s a Jason behind every data point.
Whoever you are reading this, find time to meet your customers. Your story will be more trusted and your audience will feel the difference.
