‘They have so much to say’: Why healthcare marketers should bet on brand entertainment

Healthcare hasn’t generally been a sector associated with extreme creativity – fenced in by strict regulations as it is. But as the branded entertainment movement continues to gain steam, a small set of loud voices is trying to push healthcare marketing dollars to entertainment. Already, some modern marketers are interested. Last month, New York’s largest health system, which owns Lenox Hill Hospital, launched Northwell Studios, a formalized entity that will draw upon prior work the company has done with serialized films to create more documentaries and films.  The expertise angle is the most important one. Brand marketers sit on a treasure trove of expertise – that’s often what makes them powerful content publishers. For health, that is taken to