The health care industry, like many others, has traditionally relied on tried-and-true conventional, one-way marketing tactics. However, that strategy is no longer enough to break through to consumers.
More than 81% of consumers tune out generic ads and crave more engaged and personalized content, signaling that marketers need to adapt and stop ineffective communication that tries to pull consumers to them. Instead, we must go to our customers, meeting them precisely where their attention already lives.
We know a great story has the power to transcend demographics, evoke emotion, and build lasting connections. Ultimately, brands are collections of human beings, and people connect with people. By humanizing our brands and telling compelling stories about the individuals who compose them, we unlock a profound ability to resonate and connect with our audience on an emotional level.
However, where we share stories have changed: We’ve seen the audience shift aggressively to at-home streaming and social media.
Understand your customers’ media habits
More consumers get their news from non-traditional news sources and streaming viewership has eclipsed traditional broadcast media. We are living through the atomization of content consumption.
Knowing how people watch is only half the battle. Each platform—TikTok, Instagram, YouTube, Netflix and others—is a distinct ecosystem. Savvy marketers understand customer’s unique consumption habits and user behaviors, then tailor their content and approach accordingly.
Too often brands hesitate, thinking they may be too small, not unique, or they question their own perspective. But everyone has a story, and every brand has an opportunity to fuel a human emotion.
Look at health care. We fuel your lives, your loves, your passions, and your careers.
Consider entertainment marketing
Last year we launched Northwell Studios to create impactful content that’s both entertaining and purpose driven. Our work, featured on platforms like Hulu and Netflix, has garnered billions of views. But more importantly, its humanizing complex issues, pulling back the curtain on health care, and sparking crucial dialogues around often taboo topics like gun violence and mental health. For example, our 2024 HBO Max docuseries, One South: Portrait of a Psych Unit, drove community support, awareness, and donations that enabled us to open a second mental health unit. That’s the ROI every marketer dreams of.
Entertainment marketing, when rooted in purpose, can be a powerful force for good, fostering positive cultural change while building brand affinity. It’s not just about reaching viewers; it’s about making a difference.
Five factors to weigh before trying entertainment marketing
For brands ready to embrace the power of entertainment marketing, here are five factors to consider.
1. Authenticity: Before venturing into entertainment, identify the core values and stories that define your brand. If you have a product that is authentic, resonates with people, and provides value, then you have a platform to build a brand around that. Your entertainment content should be a natural extension of your brand’s identity, not forced.
2. Partnerships: Collaborating with experienced filmmakers, producers, or content creators is essential. They bring creative expertise and industry knowledge that can elevate your content and expand its reach. Seek partners who share your vision and commitment to quality storytelling.
3. Context: Entertainment marketing is not about just putting your product in a movie. It’s about crafting narratives that resonate with your target audience and subtly integrate your brand’s message.
4. Engage to change: Allow your audience to be part of the storytelling and the brand story. That means not just pushing content out, but allowing them to create content, engage with your brand, and share their passions, and their love for your brand.
5. Measure and adapt: Like any smart marketing campaign, be sure to track viewership, engagement, social media activity, and any other relevant impact on brand awareness and business outcomes that are important to you. Data-driven insights will help refine your strategy and optimize your return on investment.
Final thoughts
You must be fearless and bold. And you must be willing to fail and learn from those failures. The marketing landscape is transforming. Consumers are demanding authentic connections and engaging experiences. By embracing the power of entertainment, brands can break through the noise, build meaningful relationships, and achieve lasting impact. It’s time to move beyond traditional methods and embrace the power of the story.
Ramon Soto is senior vice president and chief marketing and communications officer at Northwell Health.