In this edition of the Business Insights Series, I spoke again with Lynn Furber, the founder of Healthcare Communication Matters, a not-for-profit focused on improving communication in healthcare. Lynn’s work spans teaching, coaching, and developing content to influence both individual behavior and institutional standards in care environments.
In our first article, “Why Communication Is the Missing Piece in Healthcare Reform,” we explored Lynn’s personal journey from clinical nursing to academic research and ultimately entrepreneurship. That story revealed how deeply communication training impacts healthcare professionals not only in practice but in how they show up for patients, colleagues, and even their families.
Her workshops teach skills, but they also create moments of healing, presence, and emotional reconnection in high-pressure environments. We dove into the emotional depth and intentionality that make her work distinctive, the role of authentic dialogue, and the quiet confidence it takes to build a purpose-first business.
In this follow-up, the spotlight shifts to Lynn’s visibility journey. We explored how she’s navigating the noisy world of content, social media, and digital marketing with limited resources and time. Lynn’s journey is familiar to many founders: the quiet persistence of steady effort. She’s testing strategies, tracking results, and navigating the tricky space between what’s popular and what feels right.
We discussed how Lynn reflects on performance, how she balances limited capacity with big goals, and why some metrics matter more than others. For any founder building something deeply human with constrained resources, this conversation offers practical takeaways, and a gentle reminder that you can grow and stay grounded at the same time.
Climbing into visibility with careful steps
One of the most relatable challenges Lynn faces is getting noticed in a crowded landscape of healthcare giants. From medical schools to hospices, the space is filled with well-resourced institutions. Lynn sees her positioning clearly.
“I aim to post at least twice a week and respond to anything that happens in the news or something that might have happened personally or whatever I think resonates with people.”
Despite being intentional, she admits the rhythm is hard to keep, especially when teaching takes up full days. But she tracks every post, reviewing monthly impressions and themes to identify what’s landing. That process helps her recalibrate without overproducing.
“I go back over the month’s posts and create a spreadsheet of the impressions and number of comments… I think you kind of have to keep reflecting on what you’re writing about and seeing what’s resonating with people.”
The standout post focused on a real-life emergency Lynn experienced, and it brought in over 1,400 impressions; far more than her usual posts on communication theory or coaching. That feedback loop helped her recognize the value of personal stories as part of her content strategy.
What’s interesting here is that Lynn’s process is reflective and iterative. She’s not chasing virality or trying to game algorithms. Instead, she’s tuning in to what people respond to emotionally. Her audience isn’t enormous, but it’s real. And each post is an opportunity to learn something new about what creates resonance.
She also understands the emotional cost of showing up online. There’s a vulnerability to sharing experiences, even more so when your work is rooted in deeply personal topics like healthcare, grief, and emotional labor. For Lynn, every post is a thoughtful decision about the presence she wants to maintain and the message she wants to convey.
Her reflections remind us that growth in visibility doesn’t have to be loud or constant. Sometimes, it’s a quiet, mindful act of showing up, again and again, even when the results aren’t immediate. And that persistence? That’s strategy too.
No scripts, no shortcuts
When we talked about video, Lynn had already taken a brave step: appearing in short interviews with her team. But going beyond that hasn’t felt right.
“Doing these videos takes me out of my comfort zone because I’m appearing on them… I’ve tried it and I’m uncomfortable with it… I think it can just feel really insincere sometimes.”
Lynn’s intuition matters here. Feeling uncomfortable on video can be a useful signal. It helps clarify which communication formats feel natural and which ones might not reflect the founder’s mission or style. Some people thrive in visual-first platforms; others speak best through writing or structured dialogue.
That doesn’t mean she has to do everything herself. But as she shared, finding help that reflects her voice has been difficult.
“I’ve worked with interns to support content tasks, and while it’s a learning curve for both sides, it’s helped me better understand how important voice and tone are to the message.”
Her experience with delegated content is a good reminder: effective communication doesn’t always scale easily, especially when it carries emotional weight. For Lynn, maintaining authenticity is a top priority, even when it requires more time and personal involvement. If the tone is even slightly off, it disrupts the trust she’s working hard to build with her community.
That’s why she continues to focus on keeping the work honest, even if it means moving slower. This decision to stay closely involved in content creation may look like a limitation from the outside, but it’s actually part of a larger value system. A value system that prioritizes alignment over amplification. That kind of consistency builds a brand that people return to, because it feels real and aligned with the values she’s built into her brand.
Tracking effort, not just traffic
Lynn has invested significant time into her site and its content library, with blogs, videos, and patient stories. But the traction wasn’t matching the effort. That’s what sparked a shift in strategy. She brought in an SEO expert through her network, someone aligned with her mission and willing to contribute their expertise to elevate the site, and began unpacking the blind spots in her website setup.
“We brought in an SEO expert to refine parts of the website, and it’s already paying off; traffic has increased more than we expected.”
That intervention aimed to improve both technical visibility and the user experience, ensuring the site made sense to search engines and, more importantly, to the people exploring it. Now, structural fixes like proper filtering, author bylines, and meta descriptions are helping both search engines and people find their way.
“That is something that I can definitely take on board.”
This update reflects thoughtful and intentional work, grounded in Lynn’s awareness of where real improvements could make the biggest difference. And that’s something worth pausing on: rather than throwing more content into the void, she stopped and asked, “Is the foundation even helping this content reach people?” That shift in perspective is what moves content from being a time drain to becoming a real asset.
When energy is limited, focusing on making existing content more effective can be just as impactful as creating something new. Lynn is now on that path, and the early signs show it’s the right one.
A clear path through complexity
Instead of focusing on funnel mechanics, Lynn has been steadily building clarity into her communication. Whether it’s a website visitor, a training participant, or a social media follower, each touchpoint reflects her core mission: helping people connect with humanity in healthcare.
“When someone reaches out after reading a blog or watching a video, it often turns into a real conversation. That’s the best outcome I can hope for.”
Lynn’s approach is intentionally personal. She replies to messages herself, invites meaningful dialogue, and provides resources tailored to the person on the other end. These interactions, though small, form a powerful foundation for connection.
Her strategy centers on cultivating trust through consistency, relevance, and emotional resonance. She tracks themes that resonate, shares relevant updates, and maintains a rhythm that supports consistency over noise. Even her monthly LinkedIn post analysis, where she reviews impressions and comments, serves as a tool to understand what’s landing.
Her insights have helped shape not only content decisions but broader strategy. When a personal post garnered the most impressions she had seen to date, it highlighted how authenticity deepens reach. That moment showed her what resonated most, an indicator that personal, authentic stories often spark the strongest engagement.
Over time, those intentional choices accumulate. Some conversations lead to referrals. Others become collaborations. Many simply reinforce the brand’s presence in a deeply human way. Her model of visibility favors resonance over reach and recognizes that relationships are built one thoughtful touchpoint at a time.
This is what Lynn’s work embodies: an approach where strategic communication aligns with genuine presence. Staying present and consistent allows meaningful messages to take root and build lasting connections over time.
Building on what works, at the right pace
One of the most energizing parts of Lynn’s strategy is her clarity around timing and momentum. She’s intentionally building something enduring, measured, thoughtful, and aligned with the kind of impact she wants to create.
“I can only do what I can do currently.”
That clarity gives her a focus that many founders spend years trying to find. Instead of spreading her energy thin, she concentrates it where it matters most. The systems she’s building reflect that same approach: purposeful, efficient, and resilient.
She revisits her content regularly to understand what resonates, engages meaningfully on LinkedIn, and keeps track of what drives traction. Her decision to double down on what works, and keep showing up in a way that feels right—serves as a consistent way of building trust with her audience through intention and alignment.
Progress, for Lynn, is less about speed and more about substance. Whether she’s nurturing long-term relationships, updating her digital presence, or iterating on her content strategy, she’s doing it with an eye on sustainability. That approach not only sustains her energy, it sets the foundation for real momentum.
Strategically, this is the kind of framework that helps visibility grow organically. When your message stays rooted in clarity and purpose, it starts to echo beyond your immediate circle. That’s where the real growth lives, right at the intersection of intention and alignment.
Conclusion: Keep the message clear, even if the microphone is small
Lynn’s story reminds me how many founders are doing things right, even when it doesn’t feel that way. They’re creating, reflecting, showing up sincerely, and learning from the signals. The missing piece is often a set of light, sustainable systems that help their message carry further.
Lynn’s path reflects the steady rhythm of thoughtful action: listening to what resonates, building on what works, and continuing forward with quiet clarity. And that, to me, is the real magic. Lynn’s example illustrates thoughtful stewardship, shaping her message with care and guiding it forward with purpose through systems that support its reach while staying true to its intent.
This kind of growth doesn’t need applause to be valid. What it needs is intention, structure, and the courage to keep showing up. Because clarity scales. And when you build systems that align with your energy and voice, your work starts to travel. gently, but with purpose.
So here’s a question for you: are your best ideas trapped in a format that’s too quiet to travel?
Let’s look at your content systems, without hype. Let’s make your presence clearer, your message louder, and your path easier.
About the Author
Vlad writes about automation, operations, and the little tweaks that make a big difference in how businesses run. A former game designer turned founder, he now helps teams fix broken workflows and spot the revenue leaks hiding in plain sight.
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