As healthcare advocacy evolves, video and storytelling are emerging as powerful tools for engaging audiences, driving awareness, and fostering change. Northwell Health, New York’s largest healthcare system, is leading the charge in this innovative approach with the launch of Northwell Studios. This new production company is set to transform how healthcare issues are communicated and understood by the public.
Northwell Studios represents a bold step into the world of film and television, harnessing the influence of entertainment to address critical health issues. By leveraging its facilities, doctors, and patients (with consent), Northwell aims to amplify its impact beyond traditional marketing methods. This approach is grounded in the belief that storytelling through visual media can spark meaningful dialogue and drive societal change.
As highlighted by Ramon Soto, the president of Northwell Studios and chief marketing and communications officer at Northwell Health, “Storytelling through film and television is a powerful way to spark much-needed dialogue around critical issues facing society.” The studio’s commitment to expanding its storytelling efforts reflects a strategic move to engage broader audiences and address complex topics such as gun violence, mental health, and global health crises.
Documentaries and unscripted series have long captured the public’s imagination and shed light on significant issues. Northwell Health has already demonstrated the effectiveness of this approach with high-profile projects. HBO’s One South: Portrait of a Psych Unit, Netflix’s Lenox Hill, and the 2021 COVID-19 documentary First Wave have all showcased Northwell’s facilities and the challenges faced by healthcare professionals.
These projects have not only educated viewers about critical healthcare issues but also humanized the experiences of those working on the front lines. By continuing to produce and distribute such content, Northwell Studios aims to build on this success, fostering a deeper understanding of healthcare’s role in society.
Northwell Studios’ partnership with CreativeChaos and its development of multiple projects underscore the growing intersection between healthcare and entertainment. By working with established filmmakers, writers, and distribution partners like Netflix and HBO, Northwell is positioning itself as a key player in the media landscape.
This strategic move offers several advantages:
Broader Reach: By collaborating with major streaming platforms and production companies, Northwell can ensure that its stories reach a global audience, increasing awareness and engagement with important healthcare issues.
Enhanced Visibility: Through compelling narratives and behind-the-scenes access, Northwell Health can showcase the challenges and triumphs of its healthcare professionals, fostering greater empathy and support from the public.
Informed Advocacy: By highlighting critical issues through engaging content, Northwell Studios can drive informed discussions and inspire action on pressing health-related topics, such as mental health and public safety.
The integration of entertainment with institutional advocacy is not unique to healthcare. Sports leagues like the NFL, MLB, and Formula 1 have successfully leveraged in-house studios and external production partnerships to provide fans with behind-the-scenes access and stories about their favorite athletes. While the healthcare sector faces unique challenges—such as patient consent and privacy—similar principles apply: access to compelling stories can significantly enhance public engagement and support.
As healthcare systems and advocacy groups increasingly recognize the value of storytelling, video content will become an essential tool for driving change. Northwell Studios exemplifies how leveraging media can expand advocacy efforts and influence public perception. By embracing the power of storytelling, healthcare organizations can not only highlight their contributions but also address the broader social issues impacting collective well-being.
The future of advocacy will be shaped by the ability to tell impactful stories through video and media. Northwell Health’s approach offers a model for other healthcare organizations aiming to amplify their voices and make a difference on a regional and/or global scale. As the landscape of healthcare advocacy continues to evolve, storytelling will play a crucial role in connecting with audiences and driving meaningful change.
