The human factor and personalized engagement in healthcare marketing has become increasingly important in media across all channels. Attention to voice and tonality in brand messaging needs to be authentic and transparent, with information and resources easy to grasp. Brand storytelling needs to resonate with the audience, and create user pathways designed and outlined in the campaign strategy. The challenge is to continually deliver a better personalized customer experience embracing complex content, content updates and information architecture. Complex content must be integrated in a seamless experience in a conversation that truly “reaches” the audience.