Although data visualization is gaining in popularity due to its ease of use and learning, and superiority of presenting data in a pleasing manner, healthcare sector has lagged behind other industries in the use of data visualization. In order to understand the appropriateness of data visualization technique, especially storytelling, in improving public health, it is necessary to empirically investigate whether and how this technique could help general public understand complex healthcare datasets and gain insights. In this study, we present a preliminary conceptual framework and our proposed research design to conduct this study. Specifically, we employ the stimulus-organism-response (S-O-R) model as a framework, and Tableau storytelling features to undertake this investigation. By doing so, we will be able to further our understanding of data visualization with storytelling component, and of whether and how data visualization influence common citizens’ understanding about proper healthcare behaviors.