Insider Talks: Pioneering Content Strategies that Empower Audiences

Our organization’s approach to content creation matters.

By prioritizing integrity while driving innovation, we can earn audience trust. Angela D. Chao, MA , Editorial Director and Head of Global News at Healthline Media Media, leads news content production, strategy, and operations, overseeing a global team of editors, writers, podcast producers, and fact-checkers for Healthline and Medical News Today. Recently, Angela joined the Board of Directors for the Online News Association, the world’s largest digital journalism association.

Q: How are trust and integrity integral to the work you do??

A: Building trust with our audiences starts with upholding the highest ethics and standards in our content creation. Our team carefully reviews pitches, reports facts accurately, includes insights from diverse, vetted experts, and ensures every piece undergoes rigorous fact-checking by qualified professionals.

But it doesn’t stop there. We constantly learn, evolve, and listen to feedback to improve after publishing. This commitment sets our team apart in a turbulent media landscape, earning the trust of millions in a world where misinformation spreads rapidly. I’m honored to lead a purpose-driven team dedicated to the well-being of people everywhere.

Q: How do you use data and insights to better understand what our audiences need??

A: Data and insights are vital for understanding audience needs and guiding our editorial decisions through a continuous feedback loop.

Real-time data is especially critical in news, offering timely performance metrics on recent content and insights from monitoring wire services, journals, and platforms like Google News. Equally, analyzing patterns in traffic and engagement helps us prioritize topics that matter most to our audience.

For instance, our strategies for Healthline and Medical News Today differ due to audience demographics and interests. Content types and formats—news articles, podcasts, expert Q&As—are tailored to meet audiences where they are.?

A recent example is how we covered menopause research, incorporating expert insights across articles and podcasts to deliver relevant, compelling stories through different mediums.

Q: What trends are top of mind for your team right now??

A: Audiences hungry for health and wellness content want credible, accurate information that is insightful, educational, and digestible. As journalists and members of Healthline Media's Global News Team, the vast majority of the content we produce must serve at least one of the following purposes.?

• Bridge the health and medical knowledge gap between scientists, health experts, and the general public. See: How to protect heart health at menopause: 3 experts advise

• Provide accurate reporting on the latest medical research and actionable, condition-focused content backed by expert insights. See: Sleep problems in 30s and 40s may add extra years to your brain age
• Offer public service health journalism that fights misinformation and informs people about important breaking news and healthcare policies. See: 5 Changes to Medicare in 2025 Will Affect Part D Coverage, Drug Costs

Q: Can you provide an example of when you went above and beyond in your work?

A: “What should we do next?” and “What else can we do?” are questions I often pose to myself and my team. In a fast-paced, evolving industry, going above and beyond is our default, fueled by proactivity and innovation.

As traditional revenue sources like advertising decline and social platforms evolve, our team regularly reevaluates strategies to grow and adapt. Having transformed newsrooms and navigated disruptive technologies, I’ve learned that while change is inevitable, its impact doesn’t have to be negative.

Take generative AI, for example. While still emerging, AI tools are already reshaping newsrooms. Our organization’s commitment to content integrity and empowering humans, while exploring how to leverage AI responsibly, resonates deeply with me. The right AI tools don’t diminish the humanity of journalism but enhance it—helping journalists work faster and better, even with limited resources. Stay tuned for more insights from diverse perspectives across our organization. We’re eager to share, educate, and connect.?

About Insider Talks?

A monthly newsletter for experts to discuss the trends, insights, and rigor driving their work and transforming the world of health. At Healthline Media, we drive wellbeing forward, leading 74 million people to take action and improve their lives with medically evidenced content, communities, and solutions. Visit HealthlineMedia.com.?