The Care Collective will provide marketing opportunities for tv, streaming, and digital platforms.
The modern media landscape is almost entirely unrecognizable from where it was at just 15 years ago. Viewers have more options than ever before, but that also means they have more content competing for their attention. Healthcare marketing is adapting to the new era, where viewers are watching content across a variety of completely different platforms, and attention spans are seemingly getting shorter.
In order to capture an audience’s attention, marketers have to produce campaigns that can live across the different content platforms. Just as audiences may switch from TV to streaming to digital content all within the span of a few minutes, so too must marketers drive their campaigns across these platforms in order to capture and maintain attention.
The current ecosystem is also forcing healthcare marketing to expand the type of content it produces. Promotional and educational campaigns can consist of anything from podcasts, video content, and other forms of media to help supplement traditional marketing materials. One of the main focuses of modern healthcare marketing is a focus on storytelling and finding ways to bring patients together in communities.
NBCUniversal Local and Digital Health Networks (DHN) announced a new healthcare marketing platform called The Care Collective. This platform will provide consistent storytelling for health and wellness brands across TV, streaming, and digital platforms.
In a press release, NBCU Local’s director of business development and brand partnerships Victor Parada said, “The experiences of those managing their own health and caring for their loved ones are inspiring, and health marketers value powerful storytelling as much as audiences. We are proud to collaborate with DHN to marry their creative prowess with our marketing power and media portfolio, and we are excited about the enthusiastic response we’ve received from brands, as well as creative, strategy and innovation leaders at agencies.”
Aside from providing marketing content tailored for each of the different platforms, the Care Collective will also utilize NBCU Local’s audience data and analysis abilities to target specific populations. As treatments are becoming more specialized, it’s becoming more and more important for pharma marketers to have the ability to reach small, but vital, segments of the wider audience.
Content produced by the collective will be designed to play across NBCUniversal’s media properties. This includes local stations, national networks, streaming channels, mobile and desktop sites, and other mobile apps.
In the same press release, DHN CEO Jon Cody added, “In every health story, we find relatable human-interest stories. From patient journeys to caring for our loved ones, from the heroic efforts of our healthcare professionals to the medical research and innovative breakthroughs, we believe the future of health is storytelling and we are proud to create The Care Collective with NBCU Local, and to work with our charter partners and other brands in the future to bring these stories to life.”
DHN has an existing production arm, DHN Studios, to produce health and wellness stories. This includes both scripted and unscripted video and audio productions. This content can be anything from feature-length films to medical animations and can produce episodic content such as television series or podcasts.
