Building Authentic Connections: The Core of Health Union’s Community Model
An Interview with Health Union’s Chief Community Officer Sara Hayes
What sets Health Union’s model apart? Sara Hayes, MPH, reveals how expert community managers and peer-to-peer validation build the confidence patients need to take action in their health journey.
Published Oct. 30, 2025 | 4 Minute Read
By Gabby Ghimire, MPH, LSW
Associate Director, Community Development
Health Union
For those managing a chronic health condition, the journey often feels isolating. Online communities are a crucial resource, offering not just information but a lifeline of support. At Health Union, we have spent 15 years developing a community model designed to foster genuine human connections that empower patients and caregivers to take actionable steps in their health journey.
I sat down with Sara Hayes, MPH, Health Union’s Chief Community Officer, to discuss the foundational philosophy and unique operational elements that set Health Union apart in making our 54 (and counting) condition-specific communities a true safe space for support and empowerment.
Could you walk us through the core philosophy behind building these condition-specific communities?
The whole idea when the model was first conceptualized was to meet people where they are via the internet. So many of these conditions can be extremely isolating. We wanted to bring people together, but without forcing them to take action. This kind of approach stems from public health and human behavior models. We provide social support, connection, validation, and information. If someone is looking to make a change, there are resources for that as well.
We ensure the patient is at the center of it at all times. We prioritize content written by those living with the conditions or their caregivers, supplemented by editorial content. This provides a diverse range of stories and perspectives, ensuring we have something for everyone—from those newly diagnosed to those who have lived with a condition for many years.
People often come for the content, but they stay for the support. How do those conversations empower people to take actionable steps in their health journey?
I think the core emotional element is the validation aspect. You could read other people’s content and never comment, but you still feel validated knowing someone else went through something similar. I have seen so many comments saying, “I really thought that this was all in my head.” Hearing that someone else has gone through the same thing is so validating.
This support gives you the confidence to have informed conversations with your doctor. The community also provides important information. For example, some people resist palliative care, thinking it means their doctor is giving up. Reading a peer’s real-world experience about how palliative care helped manage their symptoms can change their minds. Similarly, people learn about treatment options or specific tests they can request. Hearing this directly from a peer provides the validation and knowledge needed to take action.
In a world saturated with broad social media, why are dedicated, condition-specific communities more effective?
Dedicated communities are essential because people are able to see themselves in other people. There is an automatic, mutual understanding of each other. For rare conditions, you may not know anyone in your personal life who lives with your condition. Finding someone who has tried the treatments you have tried or had similar conversations with their doctor is invaluable. Our dedicated communities provide opportunities for that support and validation that is not available on broader, general health platforms.
What specialized expertise do your community managers bring that sets Health Union’s model apart?
We think of our community managers as our in-house experts on that community. They go beyond simple moderation. Unlike managers in other models, our community managers are deeply entrenched. Rather than being spread across many conditions, they focus on becoming experts in a few.
Before launching a community, the community manager does an in-depth deep dive to understand the language, acronyms, frustrations, and helpful resources of people with that condition. They participate actively, ask questions, and communicate with members, using survey analytics and qualitative responses to grasp community sentiments. They know the nuances and day-to-day challenges of their communities. They use this knowledge to curate relevant content and facilitate peer-to-peer support. Their presence ensures safe moderation, preventing misinformation while allowing members to share their diverse experiences freely.
In the age of artificial intelligence, what is the non-negotiable, enduring value that only a human-led, peer-to-peer community can provide?
AI technologies can connect, but they can also isolate individuals by replacing human interaction. With the rise of AI, it becomes even more important to connect with another human. While AI can assist in connecting users with content, the core value of Health Union remains in fostering authentic human connections for real people who have shared experiences. Nothing replaces the validation from a peer who truly relates to your lived experience.
We have talked about content, support, and action. What is the ultimate takeaway about the difference between a patient or caregiver coming to one of our condition-specific health communities over another community platform?
We understand that people come to our communities for our tailored, credible content, but they stay because of the mutual understanding and authentic human connections they find. Our model, built on public health principles, with the patient at the center, and driven by expert community managers, ensures we remain a reliable, trustworthy resource. Individuals can come to our communities to process their feelings and insights, connect with peers about shared experiences, and build the confidence they need to act on their health journeys.
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