If you work in pharma, medtech or health communications and have ever searched for “medical case study examples,” or “types of medical case studies”, you’ve probably run into the same frustration my clients often mention. You know there is a strong story to tell. It might be a successful pilot, a meaningful patient experience, or a dataset that clearly shows impact. But most of the examples you find online are dense, academic, and not designed for your audience.
This article is here to bridge that gap. I’ll walk you through what medical case studies can look like outside of clinical journals, when and why to use them, and how to choose the right format for your goals.
Here’s what you’ll find:
- A breakdown of key case study types, including patient narratives, case series, real-world evidence, and hybrid formats
- Real-world examples showing how case studies support communications, stakeholder engagement, education and more
- Practical guidance on tone, structure and compliance to help you create credible and engaging content
- A quick decision-making guide to match the right format with the right purpose
What Is a Medical Case Study? (And Why Should Pharma/Health Teams Care?)
When clients ask me about case studies, they’re often not quite sure what they’re asking for. They know there’s a great story to tell, but don’t know how. So, let’s bring it back to basics.
A medical case study is simply a structured account of something real that happened. It could focus on a single patient (a traditional case report), a small group of similar cases (a case series), or a broader, data-driven format showing outcomes in the real world (often called real-world evidence or RWE). There are also more narrative styles, such as patient stories or hybrid formats, that combine human insight with evidence, and can be especially powerful in awareness or engagement campaigns.
Each type serves a different purpose. Some are ideal for internal training or HCP education. Others are better suited to market access, stakeholder buy-in, or external communications. What unites them is that they make evidence more relatable and more memorable.
To help you navigate the options, here’s a quick comparison of the main types of medical case studies, their use cases, and what they offer from both a communications and clinical perspective:
| Case Study Type | What It Is / Focus | When / Why It’s Useful (for Pharma / Health Clients) | Strengths & Cautions (from Medical Literature) | Real‑World Examples / Notes from my Personal Experience |
| Patient Narrative | A first‑person or narrated account of a patient’s lived experience — symptoms, diagnosis journey, treatment, and life impact. | • Great for patient‑centred communications, awareness, advocacy, recruitment or engagement. • Helps humanise data, make stories relatable. • Useful when you want to highlight unmet needs, patient quality-of-life, adherence challenges, or emotional impact. | + Makes the story relatable and human. – Less “scientific rigour”; anecdotal, not generalisable. Use with care if audience expects data-heavy content. | I wrote a “patient story” about living with coeliac disease (about my own experience). Though not a formal case report, it demonstrates the power of lived experience in health content. I’ve also supported a series of patient narratives for teenagers taking part in a depression clinical trial. These were used in recruitment materials to help potential participants understand what taking part might feel like in real life. |
| Clinical Case Report (Single‑patient) | A detailed write‑up of a single patient’s clinical presentation, diagnosis, treatment, and outcome, often of a rare or unusual condition. | • Useful when you have a unique, novel, or rare case that can offer clinical insight. • Helps build credibility or highlight specific risks, side-effects, or off-label effects. • Suitable for internal clinical training or third‑party review, but might need careful handling for marketing/comms audiences. | + Provides a precise, focused “proof of concept.” – Limited generalisability; no control group; “lowest level of evidence” in evidence hierarchies. | Classic template example: a guide titled “Case Report Example” shows how to structure a formal case report. Earlier in my career, I supported clinicians with individual case reports for journal publication. These projects were entirely educational, focused on sharing learning rather than promotion. |
| Case Series | A compilation of several (usually 3–10) similar clinical cases — describing patterns, shared features, or outcomes among a group. | • Good when a single case isn’t enough — you want to illustrate a pattern (e.g. safety signals, consistency, repeated observations). • Useful in early evidence generation, hypothesis building or showing repeatability across patients. • Can help support clinical or regulatory interest when full studies are not yet available. | + More robust than a single case, as it shows more than one occurrence. – Still lacks a control group, making causal claims weak; risk of bias; cannot infer prevalence or incidence reliably. | Here’s a case series of children and young people admitted to a tertiary care hospital in Germany with COVID-19. Most recently, I wrote a manuscript on cancerous wounds for a wound care journal that included a series of case studies. Each case highlighted different clinical challenges and outcomes, helping HCPs see how complex wounds present and respond in practice. |
| RWE‑Based Case Study (Real‑World Evidence) | Analysis derived from real-world data — e.g. registry records, electronic health records, claims data, medical records, observational data outside controlled trials. | • Ideal for demonstrating how interventions perform in real-life settings — after market, across broad populations. • Valuable for regulatory, payer, reimbursement, or market access dossiers. • Useful when audiences need “hard evidence” from real practice rather than just anecdote. • Supports credibility in health‑tech, med‑tech, or post-launch communications. | + Offers broader context, relevance to real-world practice, and often more weight for stakeholders than anecdotal cases. – Data quality and provenance matter: real-world data can have bias, missing data, confounders — must maintain methodological rigour. Especially valuable when you need to support market access, safety monitoring, or healthcare system decisions. It can also help identify unmet needs, demonstrate cost-effectiveness, or strengthen patient and HCP confidence in a treatment. | Example: the Salford Lung Studies — often cited as a landmark RWE‑based case study showing real-world effectiveness and safety for a chronic-obstructive pulmonary disease treatment. |
| Hybrid Format (Narrative + Evidence) | Combines narrative (patient voice, qualitative description) + quantitative data (clinical outcomes, metrics, RWE) — often mixing case(s) with aggregated data or broader context. | • Combines the empathy and relatability of narrative with the credibility of data. • Especially useful for stakeholder communications, marketing, digital health, patient engagement or internal training, all while maintaining evidence-based tone. • Helpful when you want both a story that connects and robust data to support claims. | + Offers the best of both worlds: story-driven engagement and real-world proof. – Requires careful design: must ensure data is solid and narrative anonymised/ethical; risk of “overpromising” if not handled carefully. | Here’s a recent example published in the BMJ in a patient’s perspective format. Many of the projects I work on sit in this middle ground — blending patient voice with data. This is especially powerful in trials, engagement campaigns and educational content where both trust and relatability matter. |
I recently wrote about my own experience of living with coeliac disease. While it wasn’t written as a case study, it had the same purpose: to explain something complex in a way that feels human. And that’s exactly what good case studies do. They turn data into stories. They show what happened, why it mattered, and what others can take away from it.
So if you’re working in health or pharma and want to share impact in a way that resonates with clinicians, payers, patients, or your own team, a case study might be the best tool you’re not yet using.
Real-World Medical Case Study Examples (With Different Goals in Mind)
Example #1: Patient Narrative (Living with Coeliac Disease)
- Goal: Build empathy and awareness through personal storytelling
- Audience: Patients, advocacy groups, healthcare communicators
- Business Value: Strengthens patient engagement, supports campaigns, and adds authentic voice to patient-centred messaging
One of the most personal pieces I’ve written is my own story about living with coeliac disease. This example demonstrates the power of first-person narrative in healthcare content, especially when the aim is to humanise a condition and help audiences see beyond the clinical diagnosis.
In this case, the goal was to connect. I wanted to show what it’s really like to navigate life with a chronic condition, from symptoms to diagnosis, to the emotional and practical impact. These types of stories are incredibly effective when used in awareness campaigns, patient recruitment, or communications that aim to change hearts as well as minds.
These narratives remind us that the data points we work with every day represent real people, and that sometimes, the most powerful message comes from the lived experience itself rather than the outcome.
Example #2: Case Study Series in Wound Care (UK)
- Goal: Demonstrate clinical and operational impact through real-life cases
- Audience: Wound care specialists, clinical procurement teams, NHS decision-makers
- Business Value: Supports market access, product adoption, and evidence-led brand trust
I worked with Wounds UK to develop a case study supplement showcasing real-world use of a debridement tool across various care settings. This project involved presenting diverse patient cases, from diabetic foot ulcers to lymphoedema, to highlight how the technology improved outcomes for patients, clinicians, and health services.
By combining clinical insights with a structured format, the series helped the sponsoring brand communicate practical benefits, such as faster wound assessment, improved patient comfort, and time savings. For NHS buyers and frontline teams, it translated complex clinical challenges into relatable, actionable examples, which reinforced the product’s value in the wider wound care pathway.
Example #3: Real-World Evidence: Salford Lung Study (GSK UK)
- Goal: Provide robust, real-world evidence to support product positioning pre- and post-launch
- Audience: Payers, regulators, healthcare policy-makers, internal medical teams
- Business Value: Builds confidence in safety and effectiveness under everyday clinical conditions — valuable for access, regulatory, and educational comms
Real-world evidence (RWE) refers to clinical insights drawn from real-life settings, like GP records, insurance data, or patient registries, rather than controlled clinical trials. It helps show how treatments work in everyday practice, across broader and more diverse patient groups. Unlike randomised trials, RWE studies capture what happens outside the ideal lab conditions: they reflect the messiness of real life: comorbidities, varying adherence, and the true patient journey.
The Salford Lung Study was a landmark pragmatic trial run by GSK in partnership with NHS Salford, the University of Manchester, and other local providers. Unlike conventional RCTs, this phase 3 trial tested a respiratory medicine in a real-world primary care setting before product approval.
This innovative approach gave GSK high-quality data on drug adherence, safety, and outcomes in a real patient population. What’s more, the supporting comms included a bespoke visualisation platform to tell the story of the trial — a smart move that made complex data accessible for international audiences and internal teams alike.
When and Why Should You Use Medical Case Studies?
Depending on your audience and message, they can help you:
- Add depth and empathy to otherwise dry data
- Showcase real-world outcomes in action
- Support marketing, sales, and stakeholder education
- Build credibility, especially with real-world evidence (RWE) or consistent case series
- Drive buy-in or behavioural change (whether for HCPs or patients)
- Go beyond traditional reports: think recruitment tools, internal training, even patient campaigns.
Here’s a quick guide to choosing the most effective case study format, based on your objective and audience:
| Use Case | Primary Audience | Best-Fit Case Study Format | Why This Format Works |
| Product launch communications | HCPs, KOLs, healthcare marketers | Hybrid format or RWE-based case study | Combines data and story to show impact early; hybrid format offers emotive narrative + real-world context; RWE builds confidence post-approval. |
| Payer or market access submissions | Payers, HTA bodies, procurement leads | RWE-based case study or case series | RWE provides real-world effectiveness and safety; case series can show early patterns or cost offsets in specific populations. |
| Patient recruitment or retention (e.g. clinical trials) | Patients, advocacy groups, CROs | Patient narrative or hybrid format | Human stories build trust and help participants see themselves; hybrid format helps show rigour if needed. |
| Regulatory or safety updates | Regulators, internal medical teams | RWE-based case study or case report | Real-world safety events or outcomes can be documented clearly; case reports can highlight new adverse events or off-label experiences. |
| Medical education / internal training | HCPs, sales reps, MSLs, internal comms teams | Clinical case report or case series | These formats show diagnostic challenges, treatment rationale, and clinical nuance — excellent for peer learning. |
| Patient support or adherence campaigns | Patients, caregivers, PSP leads | Patient narrative or hybrid format | Real stories increase motivation, trust, and practical coping; hybrid can introduce evidence-based tips or outcomes. |
| Awareness or disease education campaigns | General public, patients, charities, media | Patient narrative or hybrid format | Empathy-led storytelling drives awareness; hybrid format adds credibility or public health messaging. |
| Stakeholder / policy communications | Policy-makers, NGOs, healthcare boards | Hybrid format or RWE-based case study | Balanced formats show impact on systems and patients: useful for advocacy, funding asks, or policy proposals. |
What Makes a Case Study Work (Without Getting Too Technical)
We’re not diving into the nuts and bolts of writing just yet, but if you’re considering commissioning a case study, here are a few signposts of what good looks like.
- A clear “so what”: The best case studies don’t just share what happened, they explain why it matters. Whether it’s a shift in practice, a patient outcome, or a cost-saving, that takeaway should be obvious to the reader.
- The right balance of evidence and narrative: Data alone won’t hold attention, and stories alone can fall flat without credibility. Strong case studies weave clinical or real-world data into a compelling narrative.
- Compliance-conscious: Especially in pharma and healthcare, you need to tick the right boxes: fully de-identified patient details, evidence to support all claims, and appropriate approvals. Cutting corners here can undo all the good work.
- Persuasive without being promotional: Case studies should feel credible, grounded, and helpful, showcasing the value of a solution without overselling.
These are exactly the kinds of elements I help clients build in when developing case studies. From shaping the narrative to ensuring accuracy and alignment with your wider strategy: I’ve got you covered.
Common Pitfalls (And How to Avoid Them)
Over the years, I’ve seen a few common traps that can make even a promising story fall flat. Here are the most frequent issues I help clients sidestep:
- Missing the “why it matters”: If the story doesn’t clearly highlight impact or relevance, it risks becoming just a description of events. I help clients shape their case studies around a meaningful takeaway, something that resonates with their audience.
- Choosing the wrong case: Sometimes a case is chosen simply because it’s available instead of being the best fit. Together, we identify the stories that will actually move the needle, whether the goal is stakeholder buy-in, education, or awareness.
- Writing that’s too dense or too dry: Technical accuracy is essential, but if the piece is inaccessible, it won’t land. I bring a plain-English, audience-aware approach that balances rigour with readability.
- Slipping up on compliance: From proper anonymisation to evidence-backed claims, compliance matters. I’m here to help you navigate those requirements without losing momentum or message.
- Blurring the line with marketing copy: A case study isn’t a brochure. I craft content that’s credible, clear and engaging — persuasive, yes, but never pushy.
In short, I help clients create case studies that strike the right balance: informed, insightful and appropriate for their audience.
Case Studies vs. White Papers: Which Do You Need?
Not sure whether your next project calls for a case study or a white paper? Clients often ask me about the difference.
Here’s a quick breakdown:
- Case Study
- Shorter (typically 1–2 pages)
- Tells a real-world story (patient, product, programme)
- Designed to engage, humanise and show real-world impact
- Ideal for marketing, internal comms, or stakeholder storytelling
- Easier to repurpose for digital formats or sales tools
- White Paper
- Longer and more in-depth
- Explores a topic, trend or challenge, often with data and expert perspectives
- Ideal for thought leadership or complex decision-making contexts
- Best for informing policy, procurement or technical audiences
In short: case studies connect, both emotionally and practically. White papers convince through evidence and structure.
👉 Learn more about How To Use A Medical White Paper In Healthcare Marketing.
What It’s Like to Work With Me on Case Studies
I do my best to make sure commissioning a case study doesn’t feel like hard work. Here’s what the typical process looks like when we work together:
- Briefing: We’ll start with a short call or written brief to clarify your goals, audience and format, and make sure we’re aligned on what “success” looks like.
- Sourcing the story: Depending on what you have, I can work from existing materials, stakeholder interviews, clinical data, or patient transcripts.
- Structure and compliance: I build in compliance checks from the start, making sure cases are properly de-identified, supported by credible data, and written in a non-promotional tone that still makes an impact.
- First draft to final sign-off: You’ll get a clear, polished draft (with revisions included) so you’re never left nudging it over the finish line yourself.
Over the years, I’ve written and supported a wide range of case study formats — from patient narratives and RWE summaries, to clinical cases and internal success stories. Each format has its own tone, structure and nuance. I’ll help you strike the right balance for your audience, whether that’s HCPs, internal teams, or decision-makers.
If you need something fast, or you’re still figuring out the format: I’m flexible and always happy to talk it through.
Final Thoughts: Case Studies That Actually Do Something
Whether you’re marketing a product, educating HCPs, or building internal buy-in, a well-crafted case study can make your message clearer, more credible, and more human. They’re one of the few formats that can combine data with real-world insight, and still be engaging to read.
If you’re commissioning a case study, here’s what to keep in mind :
- Make sure the case has a clear point: why it matters beyond this one example.
- Focus on story as much as statistics. A good case study shows, not just tells.
- Stay compliant, specific, and audience-aware. That’s where the real impact is.
If you’d like support shaping your next case study, have a look at my portfolio or get in touch. I’d love to help.
FAQs: Types of Medical Case Studies and How to Use Them
What is an example of a case study?
One recent project I supported was a wound care supplement for Wounds UK, featuring real-world case studies on the use of monofilament fibre technology (Debrisoft) across a range of challenging wounds. Each case told a different story (from complex chronic ulcers to hard-to-dress acute wounds), and together they showed how consistent practice changes can lead to better outcomes. It’s a great example of how structured clinical insight, when told well, can also be deeply practical.
What are the 5 essential elements of a great case study?
A strong case study should include:
- Background: why this case matters
- Challenge: what the clinical or strategic problem was
- Intervention: what action was taken
- Outcome: what happened next, with evidence
- Takeaways: what we can learn from it
Can ChatGPT write a case study?
AI tools can’t ensure compliance, nuance, or lived experience. For healthcare writing, especially when real people and sensitive data are involved, you need a professional who understands both the science and the human side of the story.
What are the four types of case studies?
Common types include:
- Patient narratives for awareness or education
- Clinical case reports for journal publication
- Case series (a collection of similar patient cases)
- RWE-based case studies combining real-world data with storytelling
How long should a case study be?
It depends on the format and audience. A patient story for a public website might be 500–700 words, while a case study for HCPs or stakeholders could run 1,000–1,500 words. The key is to bring clarity and achieve your goals, not length.
References
- Chodankar D. (2021). Introduction to real-world evidence studies. Perspectives in clinical research, 12(3), 171–174. https://doi.org/10.4103/picr.picr_62_21
- Albertson, T. E., Murin, S., Sutter, M. E., & Chenoweth, J. A. (2017). The Salford Lung Study: a pioneering comparative effectiveness approach to COPD and asthma in clinical trials. Pragmatic and observational research, 8, 175–181. https://doi.org/10.2147/POR.S144157
