Digital Showcase: The Well by Northwell Brings Humanity Back to Health Content
The Digital Showcase highlights award-winning work from all categories in the eHealthcare Leadership Awards.
Northwell Health’s digital campaign tackles one of healthcare’s toughest challenges: rebuilding trust in a noisy and confusing environment.
The Challenge
In an era dominated by misinformation, AI-generated content, and a social media tsunami, consumers are left skeptical and overwhelmed.
Julie Shapiro, director, digital channel strategy, Northwell Health
“Our culture is undergoing a crisis of trust. Amid misinformation, manipulative messaging, and the rise of self-proclaimed experts on social media, real expertise has never been needed more, especially in health and wellness,” says Julie Shapiro, director, digital channel strategy at Northwell Health. “We set out to deliver trusted information at moments of truth in people’s lives.”
Grounded in Research
The marketing team begins with deep audience research, triangulating data and behavior insights to identify real consumer pain points. “We continuously study our audience,” Shapiro explains. “That means not only tracking search and social trends but also listening to the concerns that surface in our own clinical settings.”
Read on to discover how this award-winning campaign uses expert-driven content in consumer-friendly formats to connect with audiences and drive measurable business results.
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