At Acclinate, our mission is to empower Black and Brown individuals to take actions for better health through our community platform, NOWINCLUDED. As the one overseeing our content strategy, I often get asked what it takes to create content that doesn't just get views, but actually moves people to take action for better health.
The answer isn't a complex algorithm or a trending hashtag. It's shockingly simple. It’s authenticity.
In an age where health information feels more and more broken up and trust is hard-won, our content strategy at Acclinate and NOWINCLUDED is built on a single, non-negotiable principle: If we won't consume it, we won't publish it.
We—the medical writers, the designers, the health coordinators, and the social media strategists—are all members of the NOWINCLUDED community. We face the same health barriers, see the same systemic challenges, and receive the same sigh-inducing forwardedWhatsApp messages from relatives. That shared reality is our most critical filter.
This internal check is the essence of "content with a conscience." It ensures our narratives are always empowering, never exploitative, and that our work serves as a bridge, not another barrier.
Always Ask, Would We Consume This?
To create truly conversational content, we must acknowledge the messy reality of daily life. Preachy, idealistic advice that ignores economic and cultural constraints will be instantly rejected by our audience AND by us.
This principle is best illustrated by our metrics-first approach. We constantly monitor what resonates with our community, and if the data shows a need, we lean in hard.
A perfect example is our Fast Food, Healthier series.
The data made it clear: telling our community to stop eating fast food entirely is both unrealistic and unproductive. The truth is, sometimes affordability, proximity, and time constraints mean a drive-thru is the only option. We cannot drastically change deep-seated eating habits in one day.
Instead of judgment, we offer grace. We ask: What is the one small, achievable change we can make today?
As a Pakistani-American, I understand the struggle of being told to stop eating red meat—it's a massive cultural and familial shift. Similarly, for many, fast food is an economic necessity. Our content acknowledges this truth and offers a realistic path: swap the soda for water, switch from fried to grilled chicken, or skip the extra sauce. This gradual approach respects the user's circumstances while guiding them toward healthier, sustainable decisions. That respect is why they trust us and why they take action.
How Stories From Our Community Serve as Our Foundation
Our most powerful content is rooted in lived experience. Our strategy is directly inspired by what we hear in the streets at community events. In addition, our community team continuously surveys members to learn about the specific barriers they face in healthcare.
This ensures our content is not based on assumptions, but on actual needs. By capturing their lived experiences, their challenges, their diagnoses, and their triumphs, we're able to inspire hope and encourage action for others facing similar health challenges.
Integrity is Our Firewall Against Fear-Mongering
If content is to drive tangible results, it must first establish unwavering integrity.
We are all overwhelmed by the noise. From TikTok trends to those dreaded, unverified messages sent by family. This constant misinformation creates confusion and paralyzes people from taking necessary steps for their health.
That's why the role of our medical writers and reviewers is non-negotiable. They are our firewall. Every single resource and piece of health advice we publish is rigorously vetted against the latest medical guidelines. Crucially, they also specialize in breaking down complex concepts and staying away from medical jargon that often scares and confuses our community.
This ensures the information is reliable, not rooted in fear-mongering, and designed to equip them for their next doctor's appointment. By providing vetted resources, we build the foundation of trust necessary for a user to move from simply reading an article to enrolling in a clinical trial, scheduling a screening, or downloading our app.
From Conversation to One Million Actions
Ultimately, the power of conversational content is in its ability to translate shared trust into meaningful action.
When a community member reads a story that feels true to their life, they feel heard. When they are given one simple, achievable step, they feel empowered. When that advice is backed by medical integrity, they feel confident.
This is how we measure our success: not by likes or shares, but by the tangible steps you take that move us closer to our goal of one million actions for better health. By keeping our content human, data-driven, and relentlessly focused on integrity, we will continue to provide a safe, honest space that not only motivates our community but fundamentally changes health outcomes for us all.
