THE BUILDING BLOCKS SERIES:
My Relationship to Healthcare
Why Are We Talking About This Now?
While 73% of Americans have kept up with their annual healthcare appointments, 20% of adults have not accessed health or wellness services in the past year.
How Are
We Seeing
Healthcare Evolve?
To emotionally connect across communities at various stages in their health journey, brands are placing more emphasis on:
01
/04
Keep people informed
NBC News
What Considerations Should Marketers Keep in Mind?
Recognizing people have different relationships with the healthcare system, brands should:
Understand the patient journey,
as they may take on different personas
at various stages
(e.g., diagnosis, treatment, etc.)
Thank You
NBCU’s Health is Universal was created to foster an open dialogue around healthcare — from advancements in tech and cultural shifts to evolving consumer mindsets — influencing how we connect with people.
Our new series Building Blocks, covers the ever-changing landscape impacting the health of patients, their networks, and consumers while offering solutions for how brands can use our platform to create meaningful change through culture and content.
01.
Continuing the Mental Health Conversation
02.
Getting to Know Social Determinants of Health
03.
Talking About
Healthcare Accessibility
This Month's Focus
04.
My Relationship
to Healthcare
Click here for source
Sources: NBCU Consumer Insights Lab, HiU: Social Determinants of Health Survey, Q1 2023
Click here for source
Sources:
1. NBC News;
NBCU Has a Longstanding History
of creating dialogues with diverse consumers, bringing health topics to the forefront on a local and national level
Igniting Conversations
Around important issues, from vaccines
to diabetes, by tapping into the NBCU DNA of editorial expertise and thought leadership, like bringing back
01.
Trusted &
Loved Brands
Relevant health-aligned programming
and IP that creates helpful content and escapist entertainment for consumers
02.
Scale & Reach of Diverse Audiences
Against the multi-generational & ethnically diverse audiences like caregivers, where we’ve seen success in the past among health-related campaigns.
03.
FOR MORE, PLEASE CONTACT:
Megan Ryan
VP, Client Strategy
megan.ryan1@nbcuni.com
TMYK on Peacock
Nathaly Pacheco
Director, Primary Research
nathaly.pacheco@nbcuni.com
Key Contributors: Nikita Tolani, Rosie Nisanyan, Benjamin Corey | Designer: Alliana Semjen
Click here for source
Source: NBCU Consumer Insights Lab
Methodology: NBCU/Big Village US Health is Universal quantitative survey, N = 1,206 US Consumers Q12022; NBCU/Big Village US Health is Universal communities, N = 106 US health consumers Q12022; NBC Omnibus Study: N = 2,153 US Consumers Q3 2022
EDUCATION
BRAND EXAMPLE:
Ad Choices | Privacy Policy | Your Privacy Choices | CA Notice | Terms of Service
Why Do People Forego Care?
The main reasons people say they have not accessed health or wellness services:
31%
Don't Need It
23%
Cost Prohibitive
7%
Lack Time
3%
Don't Trust Providers
And When People Do Seek Care,
How Do They Approach It?
Tendency to have a take-charge mindset and get ahead of any issues
Proactive
APPROACH TO HEALTHCARE
Motivated by overall healthiness: 71% of US adults
do what they can to avoid getting sick in the future
WHY DO THEY HAVE THIS
RELATIONSHIP WITH HEALTHCARE?
92% stay informed about
health & wellness topics:
CHANNELS OF INFO
Search Engines
Family & Friends
TV (National, Cable, Regional / Local)
More likely to be higher
income >$100K (117 index)
&
more likely to have a master's degree or professional
degree (119 Index)
IDENTIFIERS
Active
Action-oriented steps impacting their wellbeing
APPROACH TO HEALTHCARE
They want to have a say in their care: 72% of US adults feel
they can be actively involved in the U.S. care process
WHY DO THEY HAVE THIS
RELATIONSHIP WITH HEALTHCARE?
75% stay informed about
health & wellness topics:
Search Engines
Family & Friends
TV (National, Cable, Regional / Local)
CHANNELS OF INFO
More likely to live in a small town/city (125 Index)
&
more likely to identify as LGBTQIA+ (120 Index)
IDENTIFIERS
Reactive
More prone to seeking care after something happens
APPROACH TO HEALTHCARE
Access to care when needed is key: 50% of adults value
having access to care when they or a family member need it
WHY DO THEY HAVE THIS
RELATIONSHIP WITH HEALTHCARE?
58% stay informed about
health & wellness topics:
Family & Friends
TV (National, Cable, Regional / Local)
Social Media
CHANNELS OF INFO
More likely to have foregone higher education (140 Index)
&
live in a rural environment (143 Index)
IDENTIFIERS
through the channels each persona frequents
Establish trust
Health Monitor's
through honest communication between patients, HCPs, etc.
02
TRANSPARENCY
BRAND EXAMPLE:
Create a connection
Megan Fahey &
by featuring storylines, talent and language that’s relatable
03
RELEVANCY
BRAND EXAMPLE:
Highlight all communities
Baby Dove x Sista Wives Production
experiencing health issues
04
INCLUSIVITY
BRAND EXAMPLE:
Humanize creative
through relevant storytelling that’s simple, insightful
& evokes empathy
Align with authentic talent,
whether a relevant celebrity or real voices people see themselves in
Avoid making assump-
tions;
it’s not a given that people will go
straight to a doctor once they see an ad
Balance
art & science,
as data is important, but it is not the
end all be all
Click here for source
Sources: NBCU Consumer Insights Lab, HiU: Social Determinants of Health Survey, Q1 2023
Click here for source
Sources:
1. NBCU Consumer Insights Lab, HiU: Health is Universal Study, Q1 2022; 2. NBCU Consumer Insights Lab, HiU: Social Determinants of Health Survey, Q1 2023;
3. Ernst & Young Consumer Health Survey 2023;
4. BusinessWire
2. Apple;
3. Glossy;
4. Black Doula Directory
Click here for source
Sources: NBCU Consumer Insights Lab, HiU: Social Determinants of Health Survey, Q1 2023
3 TYPES OF PERSONAS
Caregivers Resource Guide
Recently Diagnosed? What to Expect podcast
Astepro
perfume ad trope campaign
collab on Black Doula Directory
WHY?
Being more mindful
& tailored with your message may lead
to more positive associations with
your brand
An understanding
of what's beneath
the surface for people can make content
more impactful
and relatable
WHY?
WHY?
Featuring celebrities "just because" can
lead to a disconnect versus an
authentic bond
WHY?
Each persona will
react differently to recommendations
(e.g., Reactives will wait for care till
they need it)
WHY?
Creativity helps audiences connect
with storytelling
while data allows
for more efficient &
effective strategy