Havas Health & You teams up with Evermed for its own Netflix moment

New York healthcare marketing agency Havas Health & You is partnering with software company Evermed to deliver tailored video content for doctors.

Havas, one of the world’s largest healthcare agencies, said in a press release that personalized video content is a major market opportunity. Following the broader Netflix, or streaming, approach to entertainment content, there's been a rise in interest for similar medical content, according to Havas. Data show 1 in 2 healthcare professionals (HCPs) say videos they watch influence their decision-making, the press release states.

The tie-up with Evermed will “transform information from health brands and clients into short form videos and integrate them into a platform that doctors can access directly and personalize to fit their needs,” according to the release.

And this isn’t just on top-line topics like drugs but will go much further into areas like clinical studies as well issues within the health industry and care disparities. The idea of the videos is to go beyond the traditional digital marketing foray, which includes webinars, email campaigns, doctor portals and generic medical YouTube videos, and extend into this on-demand, tailored video/audio service.

This is another big client for Evermed, which earlier this year announced a similar pact with Big Pharma Novartis. That partnership sees Evermed deliver short, tailored, education-based videos aimed specifically at rheumatologists.

“Doctors are consumers just like the rest of us. They are used to consuming on-demand video content on global streaming services, which offer world class user experiences—and they expect the same level of personalization (powered by AI) and convenience when consuming medical content as well,” said Bozidar Jovicevic, CEO of Evermed.

“Short-form video content, authored by trusted experts, available at any time and delivered in a personalized way is how we can make this information more accessible and engaging, and partnering with Havas Health & You to reach HCPs on a global scale opens new doors for the future of delivery and consumption of content.”

Financial terms of the deal were not disclosed.