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From the 15th Annual Shorty Awards

The Well by Northwell Health, with Revmade

Bronze Honor in YouTube


Our culture is undergoing a crisis of trust. Amid misinformation and manipulative messaging, expertise has never been needed more – especially in health and wellness. This was the reason behind the launch of The Well, a brand publication that delivers trusted expertise with empathy at moments of truth in people’s lives. We deliver expert guidance through original editorial franchises ranging from documentary video series, advice columns and 1st-person essays

We studied our audience and found they were frustrated with the health information they were finding. Publishers were trying to monetize their anxiety, and other health systems were trying to sanitize it through overly clinical (and cold) information, delivered impassionately. Our aim was to provide light in those moments of darkness. Because health is a product everyone needs, we spent time understanding who was influencing health decisions in the household. We dubbed this segment Chief Medical Officers of the Home. 

Since launch, we’ve rapidly expanded to new channels and formats to ensure we’re present where our audience is spending time—at the gateways of digital content discovery. Most notably, we’ve spent the past year doubling down on our YouTube strategy, specifically focused on short-form videos to align with broad trends related to on-platform video. With this plan, we set out to increase: 

Strategy and Execution

A challenge for any brand is to understand its audience well enough to earn organic attention, relevance and trust. To overcome this hurdle - and constantly stay on top of changing audience needs, we developed a data-informed process to develop and launch creative video concepts. 

We study our audience on an ongoing basis to identify specific opportunities for content that serves our audience. We triangulate inputs from YouTube search, first-party data sources and internal intelligence to determine the best topics aligned with brand and audience priorities. 

Once topics are identified, we create expert-driven content through signature editorial formats that are designed for specific channels, and to meet a specific audience pain point or need. These repeatable franchises highlight credible expertise, create production efficiencies and set audience expectations. Here are a few examples:

From there, we launch content in-market with a hyper-targeted, per-piece distribution plan, focusing on owned channels to earn attention with our audience. We publish videos on YouTube and to The Well website, and promote in social media and newsletter products. 

We monitor feedback and performance to optimize videos and inform future content planning. This includes ongoing evaluation of conversion from YouTube SERPs, resulting in copy and packaging tweaks to improve those rates over time.


The Well’s video efforts on YouTube are setting it up for ongoing success with audience reach and engagement with new and existing audiences:


Video for The Well by Northwell Health, with Revmade

Entrant Company / Organization Name

Revmade, Northwell Health


Entry Credits