<strong>Can a content marketing program thrive while battling multiple crises at once? The Well by Northwell Health proves it’s possible. </strong>
By Ann Gynn
Northwell Health diagnosed a multi-symptom problem in 2017. “We were undergoing a crisis of trust. Amid misinformation and manipulative messages, expertise had never been needed more, especially in the world of health and wellness,” says Julie Shapiro of Northwell Health, New York’s largest health care provider.
Sound familiar? As it turned out, Northwell’s prescription for the trust crisis positioned it well to address the global health crisis that struck a few years later.
The Well by Northwell Health launched in 2017 as a digital publication on a mission to deliver expert guidance and empathy at moments of truth in people’s lives through a variety of content features.
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