The One-Page Narrative: How to Rise Above the Noise in Healthcare

About this episode

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.

In this episode, Holly Spring, Vice President of Corporate Communications at Included Health, joins host Sara Payne to dig deep into the art and science of narrative clarity in health marketing. With a remarkable career shepherding communication through seismic changes in healthcare—from EMR transitions and clinician voice tech adoption to the unpredictable landscape of COVID-19 and the ascent of virtual care—Holly Spring offers unparalleled wisdom for marketers tasked with making complex ideas accessible, resonant, and actionable.

In today’s episode, Sara and Holly break down what makes a healthcare narrative truly effective, how to recognize when a legacy story no longer serves, and the steps needed to create internal alignment so that messaging is consistent both inside and outside the organization. The discussion also explores the realities of innovation and boldness in a jargon-laden industry, and reveals why simplicity, authenticity, and trusted voices matter most—especially during times of disruption.

We’ll learn how Included Health built—and continues to evolve—a one-page narrative that is both aspirational and grounded, and get a behind-the-scenes glimpse of practical adoption strategies, from CEO partnership to company-wide engagement. Rounding out the discussion, Holly shares her perspective on AI’s role in marketing strategy, the power of feedback loops, and actionable recommendations for leaders navigating the noisy health marketing landscape ahead.

Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.

Key Takeaways:

1. Clarity and Simplicity Win During Disruption: Holly emphasized that, especially in transformative moments, more information is not necessarily better. Instead, marketers should focus on clear, simple messages delivered through trusted voices. Avoid the trap of excessive complexity and lean on simplicity to help audiences—whether internal teams, clients, or consumers—truly understand and connect with your story.
2. Building a Timeless, Elastic Narrative: Great narratives answer the basics: who you are, what you do, and the value you deliver. Holly shared Included Health’s approach of selecting familiar but meaningful words that are aspirational enough to grow with the company, yet grounded in today’s reality. Successful messaging is both “speakable” (easy for everyone to use in conversation) and emotionally charged—capable of rallying both employees and customers.
3. Buzzwords Alone Don’t Differentiate: In a marketplace saturated with terms like “integrated care” and “whole person health,” standing out requires more than industry jargon. Holly described how Included Health extends buzzwords with clear, ownable language—such as “mind, body, wallet support”—to spark genuine curiosity and make their value proposition concrete and memorable.
4. Internal Alignment Is a Process—Not an Event: Achieving strong company-wide adoption of a new narrative demands intentional rollout: from partnering with the CEO and leadership, to department-level rollouts, all-company meetings, and hands-on workshops. Holly advised that embracing new language often feels awkward and requires letting go of comfortable legacy terms, but it’s necessary to position the organization for where it’s going—not where it’s been.
5. Harness AI for Both Efficiency and Strategy—And Use It as a Feedback Loop: Holly described Included Health’s integrated approach to AI: using tools like Writer for generating content “catalogs” that meet both audience needs and channel requirements, while emphasizing that efficiency gains must serve broader strategy. The team also runs regular “LLM audits”—asking AI tools what they know about Included Health—to reveal how the company is perceived externally, using that insight to refine future content and strengthen employer branding.

Whether you’re defining your company narrative, driving internal change, or shaping health marketing’s evolving future with AI, this episode is a masterclass in purposeful, authentic communication.

Thank you for tuning in to Health Marketing Collective. Stay bold, stay clear, and keep shaping the future of healthcare—because the future of healthcare depends on it.