Northwell Health, New York’s largest health care system, is betting that the entertainment business can bolster its bottom line, and drive health awareness in the process.
Northwell says it is launching Northwell Studios, a new production company that is developing scripted and unscripted film and TV content that will leverage its facilities, doctors and patients (with their consent, of course).
Hospitals and health have long been a topic of interest for documentary filmmakers, and Northwell has taken notice. HBO’s One South: Portrait of a Psych Unit, debuted last month and was filmed at Northwell’s Zucker Hillside Hospital in Queens; Netflix‘s Lenox Hill follows doctors and nurses working at Northwell’s well-known Upper East Side hospital; and the 2021 COVID-19 documentary First Wave was filmed at multiple Northwell facilities.
“Storytelling through film and television is a powerful way to spark much-needed dialogue around critical issues facing society. At Northwell Health with our previous documentaries and series, we’ve tackled issues like gun violence, mental health, and the global impact of war. To make a difference on a national scale, we need to expand and focus our efforts,” says Ramon Soto, the president of Northwell Studios and the health care system’s chief marketing and communications officer. “Now, with Northwell Studios, we’re building a bridge to filmmakers and distributors, going beyond traditional marketing to amplify our storytelling capabilities. This dedicated studio will better allow us to foster creative partnerships and establish Northwell Health as a leading voice on the issues that matter most — our health and wellness.”
Northwell Studios has signed a development deal with the production company CreativeChaos, and has five projects already in the works. Northwell says it will continue to work with filmmakers, writers and other creatives by providing access, and will work with distribution partners (like Netflix and HBO) to ensure wide access to its projects.
“As New York’s largest healthcare provider, Northwell has a responsibility to lead not just in treating patients in our communities, but in addressing the critical social issues that impact our collective well-being,” said Michael Dowling, Northwell’s president and CEO. “Just as we’ve done with gun violence, mental health, and other urgent challenges, Northwell Studios will leverage the power of storytelling to change the conversation, spark dialogue, and inspire action on a global scale.”
Northwell Studios is the latest example of an established business leveraging its access to build a foothold in the world of entertainment. That is probably most apparent in the world of sports, where leagues like the NFL, MLB and Formula 1 combine their own in-house studios with outside production companies to give behind-the-scenes access to their star athletes.
A hospital system is not a sports league, and doctors and nurses aren’t household names like many pro athletes (securing consent from health care patients is also a lot more complicated), but the access can generate similarly compelling stories, which is why such behind-the-scenes documentaries have become commonplace on streaming services and TV.