Top 5 content formats that build authority for healthcare leaders

In today’s healthcare landscape, authority is everything. Patients want trusted providers. Commissioners look for reliable partners. Funders and investors demand credibility. For GPs, Primary Care Networks (PCNs), Integrated Care Boards (ICBs), building authority through communications is no longer optional, it’s essential.

At Grey Sergeant PR & Communications, we specialise in helping healthcare leaders establish authority by creating content that informs, inspires, and builds reputation. Authority isn’t about shouting the loudest; it’s about being seen as the go-to voice in your field. The right content formats allow healthcare leaders to showcase expertise, address challenges, and connect meaningfully with audiences.

In this blog, I share the Top 5 content formats that build authority for healthcare leaders - formats that healthcare organisations can adopt today to strengthen their reputation and influence.

1. Thought leadership blogs: Establishing expertise in healthcare

When it comes to healthcare communications, blogs are the foundation of authority building. They provide a platform to share knowledge, address sector challenges, and offer solutions.

For ICB, Trusts, GPs and healthcare leaders, a blog can:

• Position your practice or organisation as a trusted voice.

• Address topical issues such as NHS pressures, private GP growth, or patient access.

• Showcase expertise in reputation management, patient engagement, or digital transformation.

SEO-driven blogs also play a vital role in discoverability. By targeting keywords like GP reputation management, ICB comms strategy, and healthcare PR, leaders ensure their insights are not just published but found.

At Grey Sergeant, we help healthcare leaders structure blogs that balance professional authority with an engaging, approachable style, ensuring every article strengthens visibility and reputation.

2. White papers & reports: Building credibility through data

While blogs provide regular engagement, white papers and reports build depth and credibility. In the healthcare sector, decision-makers value evidence-based insight. A well-researched paper gives your audience a reason to trust your expertise.

For example, a Primary Care Network could commission a white paper on:

• The impact of community-based healthcare models.

• Strategies for improving GP recruitment and retention.

• Data-led insights on patient experience and outcomes.

White papers act as long-term credibility assets. They can be shared with stakeholders, referenced in funding applications, and repurposed into presentations, blogs, or social content. By combining data, analysis, and recommendations, healthcare leaders prove they are not just part of the conversation - they are shaping it.

3. Case studies: Storytelling that builds trust

Healthcare is personal, and nothing demonstrates impact more effectively than stories. Case studies bring authority to life through real-world examples.

For healthcare leaders, case studies can highlight:

• How a GP practice improved patient satisfaction through reputation management.

• How a PCN used communications strategy to align multiple practices.

• How an ICB or Trust delivered a successful public health campaign.

Case studies allow organisations to show, not just tell. They humanise complex services, making them relatable to patients, commissioners, and partners. At Grey Sergeant, we often use case studies as the bridge between professional credibility and emotional connection—helping healthcare leaders demonstrate both authority and empathy.

4. Video & webinars: Building relational authority

In healthcare communications, face-to-face trust is crucial. Video and webinars replicate this in digital form by putting leaders directly in front of their audience.

Video formats could include:

• Short explainer clips about new healthcare initiatives.

• Interviews with clinical leaders.

• Patient-focused guides on navigating services.

Webinars go further by providing interactive authority. They allow leaders to:

• Share insights on healthcare policy changes.

• Provide practical advice on service transformation.

• Answer questions live, building transparency and trust.

The power of video lies in visibility and relatability. By showing the people behind healthcare decisions, leaders build trust and human connection, two critical factors in authority building.

5. Social Media Content: Authority Through Consistency

Social media is often misunderstood in healthcare, yet it remains one of the most powerful tools for authority. Used strategically, it enables GPs, PCNs, and ICBs to own the narrative and engage directly with stakeholders.

Key formats include:

• LinkedIn articles and posts - professional authority building.

• X (Twitter) threads - timely commentary on healthcare policy.

• Infographics - making data accessible and shareable.

Consistency is the key. A single post won’t establish authority, but a sustained presence across platforms builds recognition and trust. When healthcare leaders consistently share insights, respond to debates, and highlight achievements, they become voices worth listening to.

Key takeaways for healthcare leaders

• Authority is not built overnight – it’s built through consistent, strategic content.

• Blogs keep you visible, white papers make you credible, case studies humanise your impact, video builds trust, and social media sustains your authority.

• By combining these five formats, healthcare leaders create a communications strategy that positions them as experts, problem-solvers, and trusted voices in their field.

At Grey Sergeant PR & Communications, we work with GPs, PCNs, ICBs, and healthcare charities to develop content strategies that not only build authority but also support wider goals, whether that’s attracting talent, securing funding, or strengthening reputation.

If you’re a healthcare leader ready to build your authority, let’s start the conversation.

About the author

Michael O’Connor is a partner at Grey Sergeant, specialising in PR, communications, and engagement across the healthcare and non-profit sectors. Through his consultancy Grey Sergeant, he helps primary care networks, GP surgeries, and healthcare organisations define their brand, strengthen their reputation, and communicate with clarity. For more information, contact michael.oconnor@greysergeant.com