Precision Engagement for Population Health: How Nationwide Children’s, Geisinger, and Rochester Regional Health Use Storytelling and CRM to Improve Health Outcomes and Drive Growth
Population health demonstrates an organization’s commitment to community before someone becomes a patient. Through targeted storytelling and CRM-powered engagement, health systems deepen consumer relationships, strengthen brand and clinician preference, and drive better outcomes that contribute to sustainable growth.
// By Susan Dubuque //
Population health has traditionally been viewed as the responsibility of clinicians, care managers, and community outreach teams. But increasingly, marketing departments help support those efforts by connecting data, storytelling, and personalized engagement to improve health while strengthening consumer relationships.
That was the central message of “Building Trust Through Population Health,” presented during the 2026 Healthcare Marketing & Physician Strategies Summit in Salt Lake City. Facilitated by Linda MacCracken, principal and founder of Ignite Market Advantage, the session featured Carrie Cardot, vice president of marketing and communications at Rochester Regional Health; Daniel Lavelle, vice president, system marketing, Geisinger; and Donna Teach, chief marketing and communications officer at Nationwide Children’s Hospital.
Left to right: Carrie Cardot, vice president of marketing and communications, Rochester Regional Health; Daniel Lavelle, vice president, system marketing, Geisinger; Donna Teach, chief marketing and communications officer, Nationwide Children’s Hospital; and Linda MacCracken, principal, Ignite Market Advantage
Although each organization approaches population health differently, the panelists agree on one important point: Marketing and communications professionals are uniquely positioned to build trust by engaging consumers before they need acute care.
“Patients don’t experience the system. They experience how it feels to move through it,” says Cardot.
Read on for practical insights, proven strategies, and lessons learned from three organizations leading the way in population health.