How Heart & Stroke Foundation Uses Emotion-Driven Storytelling to Connect with Audiences

Explore how Heart & Stroke infused emotion and connection into their branded podcast to become a source of support

Seasons:

Format:

Narrative Interview Hybrid Format

Service:

Full-Service

What they say about Quill

Their Story

The Heart & Stroke Foundation is a leading non-profit that funds life-saving research. The organization's support has led to breakthroughs such as heart transplant surgery and a revolutionary stroke treatment that cuts the death rate by 50%.

The team at Heart & Stroke wanted to create a piece of content that would resonate with anyone who has experienced heart disease or stroke or knows someone who has. To achieve this, the team turned to podcasts.

Goals & Objectives

Heart & Stroke approached Quill with the need to create an original podcast to provide education and awareness to patients, their families, and other stakeholders.

Blending expert advice from leading physicians and real patient stories, the podcast needed to educate and inform, while using emotive storytelling to connect with their audience. Each episode needed to provide insightful, expert knowledge while telling a moving story about how heart disease and strokes affect people every day.

Quill created The Beat podcast: a narrative, interview-style podcast that features the voices of leading physicians and researchers alongside real patient stories. Each episode combines sound bites from expert voices and patients, as well as intermittent narration from the podcast’s host, Caroline Lavallée.

Approach

Collaborative meeting to understand topics related to Heart and Stroke that are not talked about or misunderstood

Utilize Heart and Stroke’s audience and demographic research for podcast positioning

Identify persons with lived experience on these topics to help us tell these stores

Contact experts on these subjects to help our audiences understand the subjects we’re covering

Bring on a host who has both lived experiences with the subject matter and is familiar with the brand

Utilize multiple interviews and conversations to both tell stories on the topic and educate the audience

Services

Creative Concepting

Episode Planning & Research

Episode Scripting

Guest Coordination

Episode Recording

Sound Design & Editing

Titles, Show Notes, and Social Media Materials

Marketing & Audience Growth

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Results

5 Star

Rating on Apple Podcasts

7-Day

Download growth episode over episode

The Beat podcast has turned into a movement. Not only has it continued to experience listener growth episode over episode, but it’s also made an impact on patients with lived experience of heart disease and stroke and their families by providing a source of comfort, support, and education.

Ultimately, The Beat podcast has exceeded Heart & Stroke’s goals by becoming a resource for those impacted.