What do medicine and marketing have in common? Turns out, quite a lot. My guest this week is Dr. K. Patrick Ober, a physician and professor at Wake Forest University School of Medicine. Dr. Ober feels that storytelling is an important component of practicing medicine. Understanding the patient’s story, their values, beliefs, and worries, and their lives, helps healthcare providers demonstrate empathy for their patients. Empathy is also important in marketing, and Dr. Ober’s approach hold lessons for us in that field.

“Mark Twain and Medicine” by K. Patrick Ober