Case Study: “From Leadership to Leadership” — How TruMerit Leveraged UGC Principles to Elevate Healthcare Leadership Engagement

Client Overview

Company: TruMerit (formerly CGFNS International)

Industry: Healthcare Credentialing, Workforce Advocacy, Professional Development

Audience: Nurses, healthcare professionals, policy leaders, and global healthcare organizations

trumerit.org/podcast

TruMerit is a global leader in healthcare credentialing, career mobility, and workforce advocacy, serving professionals in more than 200 countries. Its 2025 rebrand reflects an expanded mission to advance the profession through policy influence, research, and leadership development, while maintaining its legacy of rigorous credential evaluation and licensure support.

The Challenge

After rebranding, TruMerit sought to shift from institution-centric messaging to a community-led content approach. The goal was to turn the Care Anywhere Podcast into more than a broadcast — transforming it into a platform for authentic leadership voices that inspire, connect, and mobilize healthcare professionals worldwide.

This meant creating content that preserved TruMerit’s authority while making it more relatable and actionable for a diverse, global audience.

The Strategic Opportunity

In healthcare, credibility is critical, but relatability drives engagement. TruMerit recognized that by applying User-Generated Content (UGC) principles — prioritizing authentic, unscripted voices — it could increase trust, strengthen peer-to-peer connections, and position itself as a convener of global healthcare leadership.

Campaign Execution

Leadership-Led StorytellingEpisode 13 of the Care Anywhere Podcast featured Sylvain Trepanier, DNP, RN, CENP, FAONL, FAAN, sharing candid reflections on advocacy, mentorship, and transforming care models. His unfiltered insights brought authenticity and human connection to the brand’s leadership content.

Peer-to-Peer ConnectionThe conversation positioned TruMerit as a facilitator rather than the sole voice of authority. By elevating respected leaders, the brand created a relatable platform for professionals to hear directly from their peers.

Actionable InsightsTrepanier translated complex, systemic healthcare challenges into practical, actionable frameworks, making the conversation both inspiring and applicable.

Multi-Channel AmplificationThe full episode lived on the podcast, while clips and quotes were shared across LinkedIn and other channels. This extended the episode’s reach and allowed audiences to engage with key takeaways in easily shareable formats.

Impact & Industry Metrics (Hypothetical)

Quantitative Results

• Higher engagement on social posts featuring leader voices versus brand-led messaging

• Increased podcast listenership from LinkedIn referrals

• Expanded reach through shareable leadership clips

Qualitative Results

• Positive sentiment from the healthcare community praising authenticity and transparency

• Stronger brand perception as a convener of global healthcare leadership voices

Strategic Advantages

Goal	Traditional Approach	TruMerit’s UGC-Inspired Approach
Thought Leadership	Scripted, brand-led messaging	Unscripted leadership voices from respected peers
Community Engagement	One-way institutional updates	Peer-to-peer conversations fostering relatability
Content Reach	Single-channel distribution	Multi-channel clips and quotes for extended visibility
Brand Positioning	Sole authority stance	Authority plus community facilitator role

Lessons Learned

• Authenticity Builds Trust: Unscripted, leader-led content can increase credibility and engagement

• Be the Platform, Not Just the Voice: Facilitating peer perspectives deepens community relationships

• Extend the Life of Content: Repurposing authentic moments across channels maximizes reach and ROI

Conclusion

By applying UGC principles to its leadership content, TruMerit transformed the Care Anywhere Podcast into a global platform for authentic, actionable healthcare leadership. This approach preserved the organization’s authority while humanizing its voice, resulting in stronger engagement, broader reach, and a deeper connection with the worldwide healthcare community.