When news broke that R&B legend D’Angelo had passed from pancreatic cancer, it was both a moment of heartbreak and reflection. Not only did we lose a legendary artist, but we were reminded of the importance of having critical health conversations early and often.
Moments like that show how deeply health and culture intertwine, and also how quickly conversations unfold online. Social media became a space for collective mourning, but also for awareness. Within hours, people were sharing resources, personal stories, and calls for early screening.
That’s the power—and the responsibility—of managing social media in health. At Acclinate, we meet people in those moments of emotion and connection through NOWINCLUDED, our digital platform with 180k+ community members. We help turn what’s trending into something lasting: informed, compassionate action for better health.
Listening to the Cultural Conversation
At Acclinate, we often discuss health topics that aren’t always top of mind for people scrolling their feeds—screenings, preventive care, clinical trials. The challenge is creating content that not only educates but resonates.
Let's talk about that D’Angelo moment. It was a tragedy. It was also a reminder that awareness starts where people already are. By connecting timely cultural events with relevant health conversations, we can make information more approachable. And the strategy to successfully do so starts with humanizing health through context that feels real and immediate.
That balance—between cultural relevance and emotional wellbeing—is where trust begins.
Speaking With People, Not at Them
Authenticity starts with language. Our goal with NOWINCLUDED is to be just like a trusted friend—someone who’s informed but never condescending. We avoid clinical jargon and write at a sixth-grade reading level so that information feels accessible, rather than academic.
For example, instead of saying “you should get your screenings,” we say “we should all get our screenings.” We use “we” because we’re part of the same community. We’re not standing on a soapbox; we’re standing together.
That choice of tone builds familiarity and reduces the distance between us and our audience. It’s how we signal that we embody our novel approach, thinking carefully about the barriers language and voice can help reinforce or break down.
Measuring What Matters in Health Discussions
Metrics like impressions and click-through rates help us understand reach, but they’re not the full story. The metric I care about most is mobilization. How did our content move someone closer to taking actions for better health, as is Acclinate's mission.
When someone shares a post or tags a friend in the comments, that’s more than an algorithmic win—it’s proof that the content struck a chord. Some of our most impactful posts are our News in Health Equity updates, which contextualize current events through a health equity lens.
These conversations remind people that health doesn’t exist in a vacuum. It’s shaped by the world around us—from government decisions to cultural milestones—and social media gives us a way to make those connections visible.
Storytelling With Care
Every Monday, we share a new community story. These are moments of vulnerability and strength from people navigating real health journeys. Storytelling is powerful, but it comes with responsibility.
We only share stories with consent; we use first names only, and we edit for clarity or privacy when needed. If a story includes a medical statement that could be misunderstood, we clarify it in the caption or comments to keep information accurate and safe.
The goal of taking these methodical steps is always empowerment, not exposure. When someone sees their story reflected on NOWINCLUDED, they see proof that their experience matters—and that alone can change how they approach their health, and how they inspire others to do the same.
Storytelling is powerful, but it comes with responsibility.
Partnerships That Reflect Purpose
Partnerships are an essential part of our digital strategy. I lead our influencer and creator collaborations, focusing on partners whose content already aligns with Acclinate’s mission.
One of my favorite examples is an influencer based in Dallas, TX, who lives with ulcerative colitis and an ostomy bag. She shares her story openly and authentically, helping others feel less alone. Working with creators like her allows us to reach audiences we could never reach on our own—and to do so through voices people already trust.
That’s what true community-building looks like: empowering credible messengers to carry the message forward.
Meeting People Where They Engage
Social media never stands still. Algorithms change, platforms rise and fall, and trends move faster than ever. One of the biggest challenges I face is keeping pace with that constant evolution.
We’ve learned to focus on searchable content—using clear statements like “Five ways to improve your brain health” in our videos so they surface more easily in search results. Hashtags aren’t as powerful as they once were; today, discoverability depends on topic and talk, not just tags.
We also adapt by observing how we use social media. Our team members are part of the same communities we serve, so we pay attention to what grabs our attention as consumers. We’re active on Instagram, Facebook, Threads, and TikTok, but we tailor our approach to each individually. On TikTok, we focus on short, shareable videos, whereas on Facebook and Instagram, we lean into longer-form education and community stories.
No matter the channel, the rule is simple: meet people where they already are.
When Digital Becomes Personal
Some of the most meaningful moments happen when the online world crosses into real life.
At a community event, I met a woman who shared her story with us for a social media campaign. She later reached out through direct message to tell me she had joined a clinical study after being inspired by the reactions her feature had received. She wanted to share even more of her experience with others.
That single interaction reminded me of why this work matters. The digital space can be a catalyst for real-world change, a platform where awareness turns into action and connection turns into care.
Digital Community Can Improve Collective Health
Social media often gets a bad reputation for being shallow or performative. But when done intentionally, it becomes something else entirely—a living, breathing network of storytelling and awareness.
Through NOWINCLUDED, we’re showing that digital connections can foster real-world wellbeing. We’re giving people the confidence to speak up, ask questions, share their experiences, and take action. And most importantly, we’re proving that trust can be built, even in the scroll.
Want to learn more about our digital community-building approach? Schedule a 1:1 with our team.
