THE BUILDING BLOCKS SERIES:
Getting to Know the Social Determinants of Health
Why Are We Talking About
Social Determinants of Health Now?
Hover over the boxes for more
The Pandemic Opened Our Eyes
to How We View
Our Health
80%
of a person’s health outcomes
are driven by:
5 in 10 People Don’t Have Knowledge of
the Term “Social Determinants of Health”
A disconnect exists between the factors & their impact on health
LIMITED MEDIA
ATTENTION
2M
vs. 10K
In January 2021, the # of mentions Covid had on
TV vs. health insurance
& childcare, the most mentioned Social Determinants of Health
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
This Month's Focus
03.
Talking About
Healthcare Accessibility
04.
Click here for source
Source:
1. CVS Health;
2. Twitter: The Evolving Conversation on Health and Wellness Study
Click here for source
Source:
1. WHO
Click here for source
Source: 1. NBCUniversal's Consumer Insights Lab: HiU: Social Determinants of Health Survey, Q1 2023; Sample size: 2,000 US adults 18+; 2. Adam Amel Rogers, M.C.M., Erica Rosenthal, Ph.D, USC Annenberg Norman Lear Center, Culture of Health in All-Inclusive U.S. Television, Frequency Analysis
of January 2021, May 2021; 3. Custom iSpot Analysis, pulled against keywords, from health and housing to transportation and food
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
And Suddenly, the Health Conversation Came to the Forefront
77%
of people said the COVID-19 pandemic led them to pay more attention to their health in general
+84%
Increase in wellness
conversations on social
media year-over-year
DID YOU KNOW?
Social
Determinants of Health
SDOH are the environmental conditions that affect a person’s health & wellbeing
Access to
Nutritious Foods
Opportunities for
Physical Activity
Polluted
Air & Water
Access to Affordable
Quality Healthcare
Racism, Discrimination
& Violence
Language &
Literacy Skils
Access to Quality Education & Job Opportunities
Access to
Broadband Internet
Safe Housing, Transport.
& Neighborhoods
Sense of
Community
80%
The environmental conditions that affect a person's health & well-being
Access to
Nutritious Foods
Opportunities for
Physical Activity
Polluted
Air & Water
Access to Affordable
Quality Healthcare
Racism, Discrimination
& Violence
Language &
Literacy Skils
Access to Quality Education & Job Opportunities
Access to
Broadband Internet
Safe Housing, Transport.
& Neighborhoods
Sense of
Community
Retail, Restaurant,
Grocery
Every Industry
Every Industry
Healthcare, Insurance, Finance, Tech
Every Industry
Education, Finance, Healthcare, Media & Entertainment, Tech
Every Industry
Tech & Telecom
Auto & Transport.,
Real Estate
Every Industry
Hover over the map markers for more
They Are All
Around Us
NEW YORK CITY
EXAMPLE
20 Years
# of years life expectancy can differ in neighborhoods only about five miles apart from one another
Access to
Affordable
Quality Healthcare
~89% Upper West Side residents have good to excellent health, with an avg. life expectancy of 83.8 years old
Access to
Nutritious Foods
The Union Square Greenmarket (farmers market) was
established in 1970
Safe Housing, Transport. & Neighborhoods
Brooklyn Heights is one of the safest NYC neighborhoods, having lowered its crime rate by 84% since the early 1990s
Racism, Discrimination
& Violence
East Flatbush, where 85% of residents are Black, is significantly underserved by cooling centers, making it more vulnerable to the heat
Language & Literacy Skills
Over 138 languages are spoken in Queens, which also holds the Guinness World Record for “most ethnically diverse urban area on the planet”
Polluted Air
& Water
Traffic-related air pollution contributes to high rates of asthma in Mott Haven and Port Morris in the Bronx (17% of children ages 4 and 5)
I don't have money to go to a doctor & pay out of pocket because medicine is extremely expensive here. For a few years I was just concerned, I was thinking ‘when will I be able to take action on the way I feel, when will
I be able to go to doctors?
And Impact Everyone
- HISPANIC, MALE
If I didn’t have access to the internet, that would be a really big barrier
for me. A lot of the workouts I do are from the internet and then without them I might have to rely on finding information from public places.
Sounds like a lot of hoops to jump through.
- BLACK, NON-BINARY
The sense of community isn’t really there.
I feel like there’s not enough uniting all of us.
- ASIAN, FEMALE
And Impact Everyone, But
Disproportionately Impact...
...communities – across generations – facing inequities based on:
Socioeconomic Status
Ethnicity
Race
MULTICULTURALS ARE
more likely than white
respondents to report
being impacted by
two or more Social
Determinants of Health
26%
50%
on Average
People are 50% more likely to associate Social Determinants of Health with their community than say they’re personally impacted
AN EMPHASIS
ON THE OBVIOUS
Brands
for Good
Many brands promote their efforts, touting what they are doing
yet are just shy of connecting factors to their health impact
CONNECTIONS
FALL SHORT
3.5% of
340+ Ads
The % of TV ads that ran from 2021-2022 that demonstrated the impact of Social Determinants of Health
on health
MINIMAL
MASS AWARENESS
What is Our Responsibility
as Brands?
Advocate For & Foster a Culture of Health
A culture in which good health
& well-being thrive where every person has an equal opportunity
to live the healthiest life possible.
7 out of 10
people think brands have a
moral obligation to “do good”
What are Brands Doing to Take Action?
EXAMPLES
Government Lobbying
Business Innovation
Marketing Campaigns
Spent the most on
such as nutrition and food policy, employment, financial strain, and safety, between 2015 and 2019
Announced a $1B investment
through new WiFi-connected
safe spaces, laptop donations,
and grants
Launched to
increase nutrition security,
by making healthy choices easier through advice, nutrition incentives, and food prescriptions
Launched a campaign
to raise awareness
about health disparities
and Optum’s commitment
Doubled its investment
in building or preserving
opportunities,
now at $400M
Acquired One Medical
to expand access to
quality medical care,
with both in-person and
virtual services available
Partnered to provide
to medical care, work, or educational programs for
those most in need
We Asked People What
Can Be Done to Help
Society Connect
the Dots
Three-pronged Approach, All Working Together to Act
Hover over each column for more
Description
Break through the noise and bring awareness to Social Determinants of Health –
what they are and their impact – to the masses
Content &
Messaging Approach
Create connection between the factors & their impact on health amongst a broad base
& at the individual level
Improve people’s awareness
of and ability to access necessary and relevant information & opportunities
High-Level
Relevant Storylines
Direct, Uncomplicated
Cause & Effect
Empathic Storylines
Relevant Circumstances
Health Edu. / Literacy Actionable Tips & Tricks Direct, Easy Nav. to Resources
Grab Attention
Make it Click
Offer Guidance
01
02
03
4 OUT OF 7
PEOPLE CLAIM:
Media is part of
their day-to-day life
4 OUT OF 7
PEOPLE CLAIM:
Media allows them
to see relatable
stories & characters
3 OUT OF 10
PEOPLE CLAIM:
Media is on-trend &
privy to the latest & greatest information
of a person's health outcomes are driven by
Social Determinants
of Health
Whose Responsibility is it?
Everyone – You, Me, Policy Makers, Non-Profits, Cities, Governments, Brands
INDUSTRIES ALIGNED TO SOCIAL DETERMINANTS OF HEALTH
Hover over each box for more
Neighboring & Physical Envi., Healthcare
& Quality
Auto
Entertainment
Real Estate
Tech
Retail
CPG
Healthcare
& Pharma
Apparel
Non-Profit
Finance
Food &
Beverage
Education
Community & Social Context, Healthcare & Quality, Economic Stability
Food, Community & Social Context, Education
Neighboring & Physical Envi., Community & Social Context, Economic Stability
Neighboring & Physical Envi., Economic Stability, Education
Food, Community & Social Context, Education
Food, Community & Social Context, Economic Stability
Community & Social Context, Education
Neighboring & Physical Envi., Food, Community & Social Context
Neighboring & Physical Envi., Community & Social Context, Economic Stability
Food, Community & Social Context, Neighboring & Physical Envi., Education
Community & Social Context, Economic Stability, Healthcare & Quality
Click Here for the Full Deck
Click here for source
Source:
1. Racism, Discrimination & Violence;
2. Language & Literacy Skills;
3. Polluted Air & Water;
4. Access to Affordable Quality Healthcare;
5. Safe Housing, Transport. & Neighborhoods;
6. Access to Nutritious Foods;
7. VCU Society Health
Click here for source
Source:
1. AMA;
2. NBCUniversal's Consumer Insights Lab: HiU: Social Determinants of Health Survey, Q1 2023, Sample size: 2,000 US
Click here for source
Source: NBCUniversal's Consumer Insights Lab: HiU: Social Determinants of Health IDIs, Q1 2023; Sample size: 15 1-1 Interviews with US adults 18+
(e.g., Amazon’s “Meet
Seema”),
Click here for source
Source: 1. NBCUniversal's Consumer Insights Lab: HiU: Social Determinants of Health Survey, Q1 2023; Sample size: 2,000 US adults 18+
affordable housing
to close the digital divide
free transportation
Click here for source
Source: NBCUniversal's Consumer Insights Lab: HiU: Social Determinants of Health Survey, Q1 2023; Sample size: 2,000 US adults 18+
Click here for source
Source: NBCUniversal's Consumer Insights Lab: HiU: Social Determinants of Health IDIs, Q1 2023; Sample size: 15 1-1 Interviews with US adults 18+
Click here for source
Source:
Insider Intelligence/eMarketer
Hover over the boxes to see which industries are affected
adults 18+, Multicultural refers to Black, Asian, Indigenous, and Hispanic respondents
lobbying on
Social Determinants of Health issues,
to health equity
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