Conference: Oct 5-6
Workshops: Oct 7
From Content to Care: How HMH Built a Human-Centered Content Ecosystem That Moves Patients to Action
Marisa Tranchina (VP, Content Strategy, Hackensack Meridian Health)
Date: Tuesday, October 6
Time: 2:45 pm - 3:15 pm
Pass Type:
All Access, 3-Day, 2-Day, Digital -
Get your pass now!
Session Type:
Session
Audience Level:
Intermediate
Track:
Content Strategy
Vault Recording: TBD
Audience Level: Intermediate
Healthcare decisions begin long before a patient enters a physician’s office. People search for symptoms, weigh options, seek reassurance and look for guidance they can trust. For Hackensack Meridian Health, that created an opportunity to rethink the role content could play across the entire patient journey. Rather than treating print, digital, email and social as separate channels, HMH built a connected, human-centered content ecosystem designed around real audience needs and measurable action. Audience research and behavioral insights helped identify what consumers wanted most—clarity, reassurance and guidance—and informed a new editorial framework built to Simplify, Demystify, Humanize, Educate and Mobilize.
The transformation came to life through the evolution of HealthU into Healthier You, a warmer, more personalized content experience supported by audience segmentation, regional relevance, accessible storytelling and clearer pathways to care.
In this session, Hackensack Meridian Health will share how it shifted content from an institutional publishing model into a strategic growth engine—one that builds trust, increases relevance and connects engagement to appointments, patient acquisition and business impact.
Takeaway
- Design content around audience decision moments, not channel requirements. Learn how audience insight can identify the questions, emotions and needs that should shape your strategy.
- Create an ecosystem in which every channel has a defined role. See how print, digital and other touchpoints can work together to move audiences from discovery to engagement and action.
- Connect human-centered storytelling to measurable outcomes. Learn how to balance empathy, credibility and usefulness with clear pathways to conversion and a measurement framework tied to business value.