Making complex, technical stories more human

In healthcare communications, complexity is inevitable. It takes skill to break down topics ranging from regulations to scientific breakthroughs in language the average person can understand.

But for Christopher Hippolyte, EVP and deputy head of corporate affairs at Syneos Health Communications, success starts with turning the technical into something deeply human.

“To capture hearts and minds, you need to understand your audience,” said Hippolyte, who will lead a session titled “Making Complex Stories Human” at Ragan’s upcoming PR Daily Conference. “And you need to leverage every tool at your disposal to do that.”

Lead with people, not process

One of Hippolyte’s most memorable campaigns was the launch of a first-ever treatment for a serious mental health disorder affecting women. Messaging cut through by focusing not on the science, but on the social stigma around mental healthcare.

“The national conversation around mental health was stigmatized,” Hippolyte said. “It was talked about in a way that, as a patient, you wouldn’t want to tell your story.”

To shift the tone, his team highlighted a relatable disconnect: physical injuries get immediate attention in hospitals, but patients in mental health crises often wait months for care. 

The Syneos team worked on background with journalists to shape the conversation before pitching. They followed up with content ranging from press releases and digital collateral (produced videos, infographics, etc.) to introductions to patients and physicians with compelling personal stories to share.

Once the campaign rolled out, they leaned into real stories on Instagram, encouraging followers to share their own mental health experiences to broaden the conversation beyond the immediate patient population to tap into something more universal.

“Everyone has a mother,” Hippolyte said. “Even if you’re not female, you might marry someone or your daughter might become a mother.”

Putting the voice to your message

Understanding who delivers a message is as important as what they say, Hippolyte said.

“Trust is so important in this day and age,” he added. “There’s so much mistrust and so much misinformation that you have to give people a reason to believe in what you’re saying.”

Whether it’s a scientist, clinician or patient advocate, the spokesperson must resonate with the audience. Hippolyte recommends evaluating messengers on four dimensions:

• Credibility
• Ability to connect with the target audience
• Authenticity
• Their unique story lens

Choosing the right mix of messengers means balancing those qualities across different voices to ensure the narrative is both trustworthy and emotionally compelling.

“It’s so important to be able to tell a story from multiple angles,” Hippolyte said. “Some people may only care to hear from someone who’s been through something similar, but other people need to hear a range of perspectives – people like them but also experts who can speak to their concerns.”

During the FDA approval of a breakthrough gene therapy, a Syneos client engaged scientists to explain broader implications and patients to share how the treatment affected their personal life for the better.

That blend helped the story cross over into culture – it even appeared as a “Jeopardy!” question and was mentioned in a “Saturday Night Live” skit.

There’s a time for tapping third-party ambassadors, even celebrities, as messengers. But Hippolyte warned that for sensitive topics, high-profile spokespeople need a real personal connection. In many cases, lesser-known advocates or microinfluencers can be even more persuasive if they’re relatable.

Determining the platform for your message

The messenger, message and media outlet all matter in healthcare storytelling. Having the right combination can dramatically affect how a piece lands.

“It’s absolutely critical to inject the human element into a story to make it relatable. That said, you also need to get a little tactical,” Hippolyte said. “Audiences vary, even within the media. Some reporters want a scientific, data-driven story, while others respond better to a human-centered angle.”

That’s why understanding not just the journalist, but their audience, is essential.

In the gene therapy campaign, Hippolyte’s team pitched scientific publications with technical insights, while mainstream media got stories emphasizing patient impact. The dual-track strategy expanded reach without diluting the message.

“If I know that (audience type) and tailor my outreach accordingly, then we can actually collaborate,” Hippolyte said of the pitching process. “And that’s how it should be: collaborative.”

To go deeper with medical audiences, Syneos uses its proprietary Mindset Engine, which surveys physicians to understand how different specialties think. A surgeon might respond to procedural innovation; a primary care doctor might prioritize long-term outcomes.

“We’re not just looking at the data,” he said. “They’re telling us how they think. And over time, that gives us a roadmap.”

For broader audiences, the team relies on social listening to “go where the conversations are,” from Reddit to #HealthTikTok, to understand emerging concerns.

“If you want to meet people where they are, you need to hear what they’re actually saying – not just in surveys, but in their own words,” he added.

The ultimate goal? Credibility through connection.

“Trust isn’t just earned by expertise,” Hippolyte said. “It’s built through empathy, relevance and the ability to make the complex feel personal.”

The PR Daily Conference will take place May 21-23 in Washington, D.C.

Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.