Let's face it - medical stuff isn't always fun to discuss.
One of the coolest compliments I ever received from a coworker was about me as an editor. In a meeting with our executive director, he described our work relationship as a symbiotic partnership where he "spewed a bunch of crap" on paper, then gave it to me to "become brilliant."
There's a Modern Family episode called "The Last Walt" that cracks me up and makes me cringe at the same time. In it, family matriarch Claire Dunphy has to deliver the news that a neighbor has died, and she has the most socially inappropriate reaction while doing so.
When you're trying to keep customers coming through the door, communications might not be your top priority. But there's no better way to keep your customers engaged than to communicate exactly what you do and how your services benefit them. Comms should be a major part of any organization. Essentially, it's the lifeblood that keeps your organization going. Got events to promote? You have to communicate. Offering a new service or product? Gotta communicate.