Included Health serves a third of the Fortune 100, delivering personalized, all-in-one healthcare to millions. But breaking through in a crowded healthcare technology market required more than great services—it demanded a narrative sharp enough to cut through noise and flexible enough to scale across every channel. In this episode of The Narrative, Holly Spring, VP Corporate Marketing & Communications at Included Health, reveals how she builds corporate narratives that stick, navigates the shift from agency clip books to AI-powered media landscapes, and transforms founders' visions into stories that resonate with both journalists and language models.

Topics Discussed

• The "corporate narrative placemat" approach: condensing your entire story into a single page that guides everything from press releases to creative
• Testing narratives through competitive audits and real-world usage—Holly's team studied brands like Airbnb and Uber alongside healthcare competitors
• Working with founders: building trust, managing strong opinions, and knowing when to listen versus when to push back
• Earned media in the modern landscape: tracking individual reporters, prioritizing quality over clip book volume, and building relationships that matter
• The "hearts and machines" strategy: conducting LLM audits to understand how AI surfaces your company, then optimizing content for both human journalists and AI systems
• Why communications should never sit in a silo—the difference between being a press release factory and shaping corporate strategy
• Managing narrative rollout across internal channels first, then external owned, earned, paid, and social