DHI TO(al)K with Spas Kyosev: Storytelling and Trust in Digital Health

On May 21, 2025, the Digital Health and Innovation (DHI) Cluster once again brought together leading experts and professionals from the digital health sector for the latest session of its educational initiative - DHI TO(al)K.

This edition welcomed Spas Kyosev – a well-known journalist and media expert with more than two decades of experience in television, communications, and public image development.

The focus of the event was on trust, strategic communication, and personal branding in the era of digital transformation in healthcare.

The Audience Makes the Hero - A Storytelling Masterclass

Spas Kyosev’s lecture, titled “The Audience Makes the Hero”, invited participants to rethink how they communicate - not just as brands or institutions, but as storytellers with a responsibility to connect meaningfully.

He emphasized that the ultimate goal of storytelling is not simply to inform, but to ignite the imagination of the listener. 

A powerful story allows the audience to visualize every step, to imagine - creating a shared mental and emotional space. 

When that happens, communication becomes resonant, real, and effective.

Spas explored the critical distinction between a brand’s internal challenges and the actual problems faced by end users. 

He warned of the common trap where organizations become absorbed in their own narratives, assuming user pain points without validating them.

The key, he noted, lies in deep listening and asking the right questions to uncover real insights.

Through vivid examples, Spas guided the audience in how to:

• Identify the true problem of the user
• Develop messaging that reflects the user’s journey, not the product or it’s features
• Position the brand as a mentor or ally, not the hero of the story

This framework allows the user to take center stage, with the brand stepping into a supporting role - as a guide, facilitator, and trusted partner in their journey from challenge to solution.

Key takeaways:

• Storytelling should engage the audience’s imagination, not just their logic.
• Effective brand communication begins with listening, not messaging.
• In healthcare, the user must always be the hero - the brand is the mentor.

Collaborative Insights

Participants, including representatives from healthcare institutions, startups, and digital health regulators, engaged actively in an open discussion on how to communicate more effectively with patients, caregivers, and institutional partners.

The group reflected on growing challenges such as digital propaganda, disinformation, and the increasing need for clarity when introducing new technologies in healthcare.

The event reinforced the mission of the DHI TO(al)K series: to create a space for honest dialogue, cross-sector collaboration, and the exchange of practical knowledge.

As the series continues, so too does its commitment - to fostering a more transparent, resilient, and human-centered approach to digital health.