THE BUILDING BLOCKS SERIES:
Continuing the Mental Health Conversation
Why Are We Talking About This Now?
On paper, Mental Health conditions affect 1 in 5 people in any given year. The reality is, it impacts everyone all the time.
MENTAL HEALTH IMPACTS:
Daily Decisions
How We
Handle Stress
How We Relate
to Others
Physical Health
Immune System
Disabilities
Premature Death
Social
Friends
Family
Societal
Poverty
Public Programs
Global
Development
Human Rights
Physical Health
INDIVIDUAL IMPACT
MASS IMPACT
What is
the Industry Up Against?
The global median
of government health expenditure dedicated
to mental health is <2%
Are We Moving Toward Acceptance?
Mental health has become more accepted as people and services continue to work together
01.
74%
of consumers
are aware of their mental health daily
2/3
50%+
Historic
+48%
02.
03.
of consumers are
taking at least one
step to address their mental health
of ~180M Americans have employer-
provided coverage,
with access to mental health support
progress made to address mental
health issues among Americans by the
US Government
04.
growth among in-network mental health providers (MHP) in 3 years among commercial health plans
05.
What Progress Has Been Made?
We’ve come a long way when it comes to overcoming mental health barriers that people face, but there’s still progress to be made.
01
/03
CONSUMER BARRIER
CURRENT PROGRESS
Perceived Limited Access to Care
Prioritizing mental health care
led to better access to services.
38% of consumers said it’s become easier to access wellness or mental health care near them.
02
03
Resources
Fall Short
New digital platforms allow for
access at a higher frequency.
86% of consumers access / use wellness / mindful digital platforms monthly.
Stigma Around
Mental Health
More open dialogue leads
to decreased stigma.
52% of U.S. adults have been more open with others about their mental health in the past 2+ years.
How Do We Continue the Momentum?
We as brands have a responsibility — healthcare brand or not — to help overcome these barriers. It’s up to all of us to use our content and platforms for good and continue educating the community about the condition, potential cures, and possible prevention.
Brands that create social impact and drive business through change stand out to everyone.
Limited Access to
Providers & Care
Resources
Fall Short
Stigma Around
Mental Health
NBCUNIVERSAL
HEALTHCARE &
PHARMA BRANDS
NON-HEALTHCARE
BRANDS
Guidance through
employee initiatives & community outreach
Media companies
partner to tackle
mental health crisis
Long history of talking
about mental health
through programming /
IP and editorial expertise
“Better help uses
dark humor to
normalize therapy”
“Neurocrine raises
a new monument to
mental health in pandemic resilience campaign”
“Kaiser permanente
offers members free
access to ginger text-based mental health coaching”
“Google’s addiction
recovery website is
more useful than a
google search”
“Spotify teams up with
artists and creators to help
you ‘tune in to yourself’ on world mental health day”
“Powerade encourages international star athletes
to take a breath and 'pause'”
What Does This Mean for Media and Marketing?
NBCU can partner with advertisers to convey their message across our platforms and portfolio. Joining forces moves us closer to overcoming barriers.
HERE'S HOW:
Guide to Healthcare
Access Points
Encourage discovery of relevant people, places, and activities
through actionable content
that helps to easily find care
Inform the Community About Useful Resources
Change perceptions about
available resources via content
that elicits an emotional response across all touch points
Destigmatize
the Conversation
Normalizing having real
conversations with trusted,
culturally-relevant voices
EACH DRIVES AWARENESS, EDUCATION & ACTION
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
04.
My Relationship
to Healthcare
Click here for source
Source:
1. CDC;
2. WHO
Click here for source
Source:
1. WHO
Click here for source
Sources: 1. NBCU Consumer Insights Lab, HiU: Health Is Universal Study Q1 2022;
2. AHIP;
3. NYT;
4. Fierce Healthcare
Click here for source
Sources: 1. NBCU Consumer Insights Lab, HiU: Health Is Universal Study Q1 2022;
2. Forbes;
3. NAMI
Click here for source
Sources: 1: HiU National Caregiver Awareness Study, July 2022;
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.
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
Hover over the photos for more details on what brands are doing to overcome these barriers
81%
consumers are more likely to buy products from brands who use their power to help others
40-60%
When an organization acts on today's social issues, the % of highly engaged workers increases from
2: 2021 Deloitte Human Capital Trends, Gartner;
3. Business Wire; 4. FierceHealthcare; 5. FiercePharma; 6. Muse By CLIO; 7. The Verge; 8. Spotify; 9. Adweek
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
This Month's Focus
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