The CMI Content Marketing Awards celebrate visionary work that elevates content marketing to a business-defining strategy. The industry's longest-running recognition program, the Awards represent the highest achievement in content and marketing.

The Well by Northwell Health, With RevmadeThe Well by Northwell Health, With Revmade

Best Content Marketing Program in Healthcare

July 15, 2025

1 Min Read
Revmade

Category: Best Content Marketing Program in Healthcare
Project Name: The Well by Northwell Health, With Revmade
Company: Revmade and The Well by Northwell Health


Northwell Health partnered with Revmade to transform The Well, a brand publication, into a trusted source of health expertise amid growing misinformation, manipulative messaging, and AI-generated content. Targeting the "Chief Medical Officer of the Home" — the primary influencer of health decisions — the initiative aimed to bridge the gap between health seekers and experts, improve health literacy, and build trust in Northwell’s brand.

The strategy focused on activating Northwell’s clinician expertise to address audience concerns through relevant, accessible content. Revmade studied audience behavior using first- and third-party data, identifying emerging topics, questions, and misinformation trends. Content formats included Q&A videos with physicians (Ask An Expert), myth-debunking open letters (Open Letter), Instagram mini-guides (Let’s Talk About …), health tips on YouTube (Hack Your Health), and newsletters (Well Being). AI tools streamlined content creation, enabling efficient expert interviews that generated 10 to 12 articles per session. Non-text content was repurposed into text-based formats to maximize value.

Content was launched with hyper-targeted distribution on owned channels, amplified through paid campaigns based on performance insights. Monitoring audience engagement informed future planning, ensuring relevance and impact. By combining expert-driven content, AI-enabled efficiency, and strategic distribution, The Well became a trusted partner for audiences navigating health challenges, misinformation, and evolving consumption habits.

Why they're award winning:

  • Trust building: Addressed misinformation with expert-driven, accessible content formats

  • Audience-centric strategy: Used data to identify and meet audience needs

  • AI efficiency: Leveraged AI tools to scale content creation and repurposing

  • Strategic distribution: Ensured relevance and engagement via hyper-targeted campaigns