The Well by Northwell Health, with Revmade

Facing a crisis of trust in health information, the Revmade team launched a brand publication for Northwell Health that brought Northwell clinicians’ expertise to moments when people confront life-altering diagnoses, rampant misinformation and urgent questions about treatment, prevention and recovery. The approach prioritized accessible, evidence-based content that corrected dangerous claims, answered concrete audience questions and guided users toward care pathways with compassion and clear next steps.

Work focused on the primary influencer of household health decisions, an audience frustrated by sensational publishers and clinical-sounding content, so the team mapped behavior, search queries and social trends to find the real questions people ask. The team triangulated third-party data, search intent and first-party signals to surface timely topics, identify TikTok trends to debunk and shape content that matched demand across search, social and video spaces.

Editorial formats translated clinician knowledge into short video diaries, expert Q&A, Instagram mini-guides and a topic-specific newsletter that together made medical answers practical, visual and easy to act on. Launch plans prioritized owned channels with hyper-targeted distribution, and the team amplified effective pieces with efficient paid media while optimizing creative, audience segments and placement based on performance.

The approach sustained audience momentum and drove more than 1.4 million pageviews to The Well’s site in the past year, signaling meaningful reach and growing interest in clinician-led content. Engaged users showed greater favorability and a higher likelihood of recommending the health system, and referrals from editorial content created a measurable pathway from awareness to appointments that was more cost-efficient than other marketing activities.

Community response included follow-up questions, public discussion and direct mentions of the featured clinicians, which reinforced credibility, generated new story ideas and kept conversations focused on evidence rather than speculation. The work demonstrates a scalable model for translating clinical expertise into accessible formats, meeting audiences where they spend time online, and rebuilding trust by quickly connecting people to the right care.