An O2 Global Airway Health Presentation: Attracting the Right Patient to the Right Practice Through Storytelling & Testimonials
Peter Beckwith, Founder Mad Rose Media

Storytelling is the most powerful way to connect with patients, colleagues, and your community, and this webinar will teach the timeless structures behind modern storytelling and show why they work just as well in today’s digital feeds as they did around the campfire. Testimonials are more than social proof—they are stories that move people. This interactive session will show you how to structure patient testimonials for maximum impact in today’s digital world.

Key Takeaways:

• Discover the timeless structures behind stories that audiences remember.
• Craft a founder’s story that positions you as a thought leader.
• Adapt storytelling frameworks to posts, videos, and live conversations.
• Connect with patients on intellectual, emotional, and spiritual levels so your message truly sticks.
• Use a proven 3-step story arc to make testimonials compelling and shareable.
• Guide patients to tell authentic stories without scripts or pressure.
• Learn when to use high-production video—and when a smartphone is more powerful.
• Transform testimonials into assets that attract new patients and build trust.

PETER BECKWITH graduated from Cornell University in 1988, then spent 14 years writing and producing television.
He spent the next 13 years working as an independent marketing consultant (concentrating in multi-media production) to Airway Focused Dental & Orthodontic Professionals.

Peter is the Co-founder of Mad Rose Media, a creative marketing agency with a focus on content creation, digital assets, and marketing, where he holds the position of President and Creative Director. In that role, he helps business leaders bring the pieces of their marketing programs together by aligning messaging with core values.

As a member of the Board of Directors of The Foundation for Airway Health, he is focused on finding creative ways
to increase public awareness around the connection between enlightened dental/orthodontic care and airway health.

1 CE credit available to AAPMD members