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Why Our "CEO to CNA" Content Strategy Won National Healthcare Marketing Awards

When the results came in from three national creative competitions, we double-checked the emails.


Platinum. For a single blog post about documentation.

Gold. For the overall body of work on our blog.

Gold. For our wound care support website.

Plus an additional honorable mention and merit award.


Five out of six entries placed across three national programs — the MarCom Awards, Healthcare Digital Marketing Awards, and Digital Health Awards.


These aren't wound care industry awards. They're national creative competitions judged by marketing and communications professionals reviewing thousands of submissions from Fortune 500 companies, major health systems, and agencies with seven-figure budgets.


Shared Health Services — a family-owned wound care and hyperbaric consulting partner — walked away with more hardware than we expected to have shelf space for.


Which raises an obvious question: how?


Five SHS national marketing awards, including MarCom trophies, displayed on a sunlit office credenza with desk and laptop in foreground

What We Don't Have


We don't have a marketing department. We don't work with an agency. We don't have a national advertising budget or a brand awareness campaign.


What we do have is a different philosophy about accessibility.


We don't hide what we know behind inaccessible language, industry jargon, or unnecessary complexity. If a wound care team needs to understand something, we explain it clearly — regardless of their role or background.


Compliant Documentation Is Storytelling: Why Our Approach Resonates


The blog post that won Platinum — "Compliant Documentation Is Storytelling" — wasn't written to impress compliance officers or position SHS as thought leaders.


It was written to help wound care teams finally understand why documentation matters.


Not the regulatory explanation. The human one.


Why does a payer deny a claim? Because they can't see the clinical story. Why do clinicians struggle with documentation? Because no one ever framed it as storytelling. Why does a CFO care about chart quality? Because every denied claim begins as a documentation gap.


Same content. Different readers. Everyone walks away with something useful — from CEO to CNA.

That's not a content strategy. That's respect for the reader's time.


SHS Insight: "CEO to CNA" isn't just a tagline. It's how we approach every piece of communication — making complex topics accessible without dumbing them down. That philosophy won national recognition. It's also how we train wound care teams.


The Accidental Part


Here's what the judges couldn't have known: we didn't set out to win awards.


We set out to answer real questions from wound care programs and healthcare professionals in the field.



Each blog post starts with a real problem we've helped our partners solve in the field. The content exists because someone needed the answer — and others probably do too.


The awards happened because, apparently, this approach resonates well beyond wound care.


Beyond Marketing Collateral: Working Tools for Wound Care Programs


Here's the part we almost forgot to mention: the blog is just the visible tip.


The same philosophy — clear, accessible, actionable — runs through everything we produce. Not as marketing collateral, but as working tools:


  • Partner training manuals

  • Clinical protocols and algorithms

  • Policy and procedure documents

  • Onboarding materials

  • Internal tools and resources

  • Partner communications


The judges saw our blog posts and website. Our partners experience the full depth of that commitment every day — in the materials they actually use to run their programs.


The awards validate the approach. The real proof is in the field.


SHS Insight: Great content isn't about having the biggest budget — it's about genuinely understanding what your audience needs. SHS builds wound care programs the same way we build content: by listening first, then delivering something actually useful.


What This Means — and What It Doesn't


Let's be clear.


These awards are external validation that our approach to communication holds up. Independent judges with no connection to SHS evaluated our work alongside thousands of other entries and said: this stands out.


They are not proof that SHS is the best wound care partner.


That proof lives elsewhere — in patient outcomes, program sustainability, and the long-term success of the teams we support.


What the awards do tell us is this:


When you focus on helping people understand complex topics, quality shows. When you write for humans instead of algorithms, connection follows. When you treat every role — from CEO to CNA — as worthy of clear, respectful communication, the work carries further.


The Receipts


You don't have to take our word for it.



These are third-party competition sites. The recognition exists whether we talk about it or not.


What Comes Next


The same work we were doing before the awards.


Clear explanations when regulations change. Practical guidance when programs hit operational friction. Clinical and compliance insight that teams can actually use.


We don't write content to win awards. We write accessible content because wound care teams deserve clear, actionable information.


The awards are a helpful signal that we're on the right track.


But the real question hasn't changed: Is it working?


For the teams finding answers they can apply tomorrow — we hope so.


Questions about building a wound care or hyperbaric program that actually works?


Call (800) 474-0202 or email sales@sharedhealthservices.com


CITATIONS


  1. MarCom Awards. "2025 Winners Gallery." Association of Marketing and Communication Professionals. https://enter.amcpros.com/marcom/winners/


  2. Healthcare Digital Marketing Awards. "Winners List 2025." HMR Publications Group. https://hdmawards.com/winners-list/winners-list-2025/


  3. Digital Health Awards. "Fall 2025 Winners." Health Information Resource Center. https://healthawards.com/dha/dha_f2025_winners.pdf

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