Condé Nast Health is bringing more video content to its advertising partners.
The media company is launching a “modern day health network” featuring video content across its brands, including Self, Epicurious, Allure, Glamour and GQ.
Condé Nast head of health Carrie Moore touted the success of Condé Nast’s other video content, like its Bon Appétit video channel, and said she hopes to replicate it.
At a Tuesday event, Moore said Condé Nast video content has similar viewership numbers to TV, statistics that are backed by a partnership with Nielsen, making it a viable alternative to traditional television buys.
“We not only know about [customers’] health. We know about their passion, too, whether it’s a passion for travel, beauty or fashion, and we understand how to engage them,” she said. “When looking at opportunities for linear TV, we have to achieve the same scale you’ve been achieving overall, along with looking to align with premium content and patient-targeting solutions.”
The health network will launch with nine areas of focus: depression, pregnancy, multiple sclerosis, eye health, diabetes, psoriasis, migraine, asthma and HIV. The company is planning to roll out content from June through the beginning of next year, Moore said.
Condé Nast Health also said it is launching a content-production service, known as Script Studios, to work with pharma companies. The service will offer branded and whitelabel content for pharma advertisers.
“We want to be about influencing the betterment of humanity, influencing conversation that actually changes lives,” said Lloyd De Souza, executive producer of The Script. “We want this out in front of them and to work with [pharma companies] and create the content that can influence those conversations to happen.”
For patient targeting, Condé Nast has an internal data division, Condé Nast Spire, that collects data and targets readers of the company’s brands.
The health content will be run primarily through the Self magazine brand. The brand is launching five health series along with the return of three others. The new series will focus on issues like commonly searched health questions, doctors discussing what TV and movies get wrong about health situations, heartfelt conversations between patients and the healthcare professionals who helped them and the stages of living with a condition.
“We want to make sure our readers and viewers feel seen, heard and understood,” said Casey Gueren, executive editor at Self.
