Content that Connects: Inside Award-Winning Health Care Storytelling
Award-winning health care leaders from The Ohio State University Wexner Medical Center, the American Nurses Association, and Aha Media share how audience insight, trusted expertise, distinctive storytelling, and smart distribution create content that stands apart.
// By Susan Dubuque //
Health care organizations have never had more ways to reach audiences, or more competition for their attention. Consumers and professionals move among websites, search engines, AI tools, video, social media, and other channels, looking for quick, credible answers to very specific questions.
For content marketers, simply adding more information to that crowded environment is not the answer. The opportunity is to understand what an audience genuinely needs, bring something distinctive and trustworthy to the conversation, and deliver it in ways that make the information easy to find, understand, and use.
Those ideas came to life during a recent Strategic Health Care Marketing member roundtable, Content That Connects: Inside Award-Winning Health Care Storytelling, featuring winners in the 2025 eHealthcare Leadership Awards Best Healthcare Content category.
Lacey Reichwald, director of marketing at Aha Media, explores what makes content stand out. Jennifer Shepherd, DNP, MHA, RN, NEA-BC, FAAN, of the American Nurses Association, and Susannah Kistler, associate director of multimedia strategy and storytelling at The Ohio State University Wexner Medical Center, share two very different approaches to putting those principles into practice.
Left to right: Lacey Reichwald, director of marketing, Aha Media; Jennifer Shepherd, DNP, MHA, RN, NEA-BC, FAAN, American Nurses Association; and Susannah Kistler, associate director of multimedia strategy and storytelling, The Ohio State University Wexner Medical Center
Continue reading to discover how these content leaders identify meaningful opportunities and build strategies that extend the value of their best work.