Silver award for Social Media Campaign of the Year
Campaign: The Well
Client: Northwell Health
“The Well by Northwell Health” is not only broadly helping stop the spread of medical misinformation online but it’s zeroed in on one platform in particular that’s run rampant with misinformed health advice: TikTok.
Healthcare Marketing Impact AwardsMeet the 2023 winners.
“The Well” is a brand publication from the New York healthcare provider of more than 870 hospitals and care centers, created with ad agency Revmade, that aims at delivering expert wellness advice and information to people when they need it most.
It’s a hyper-targeted campaign that has included video walkthroughs of health procedures on YouTube and newsletters linking to therapist advice columns. The effort—which debunked (and confirmed) health topics trending on the popular short-form video app TikTok—won silver for Social Media Campaign of the Year among providers and insurers in the Healthcare Marketing Impact Awards 2023.
A May study from researchers at the University of Arizona College of Medicine found that 40% of TikTok videos on liver disease alone contained medical misinformation. Healthcare companies including Northwell Health have been increasingly joining social media apps such as TikTok to spread more accurate medical information.
Northwell Health’s efforts have shown promising results.
“The Well” launched on TikTok only in the second quarter of this year, but Northwell Health said its videos have already received more than 4 million views, outperforming launch expectations, and its account is nearing 30,000 followers, as of this writing. For audience engagement overall, the campaign surpassed 4 million content engagements across web and video properties and channels in 2022, according to the company.