We know that Ohio’s Cleveland Clinic earned its reputation as one of America’s best hospitals thanks to the tireless work of the many talented professionals on its staff — but there’s also a good bit of well-executed branding and PR at play. Case in point: this promotional video, released last month. A hospital is a relatively easy place to find touching stories of human perseverance in the face of adversity, but this is a real masterpiece in the “humanizing a brand” genre.

We’re not exactly sure who’s responsible for the video (though the Clinic hired Ketchum as its first AOR in 2012), but we think some credit needs to go to the institution’s communications team.

The PR lesson here: tell a story. In fact, tell several stories — especially if they’re as compelling as these.