@what.thewell - The Well by Northwell, TikTok

Our culture is undergoing a crisis of trust. Amid misinformation & manipulative messaging, expertise has never been needed more, especially in health and wellness. The Well by Northwell—a brand publication that delivers trusted expertise with empathy at moments of truth in people’s lives—is our commitment to the future of healthcare.

The Well directly connects with our audience—Chief Medical Officers of the Home—to provide personalized content that reduces their stress, makes them laugh, and helps them to feel more confident and capable on their health care journey. Our mission is to become a trusted partner when our audience needs us most. To be there for them during life-altering diagnoses, to correct misinformation, and to guide them through challenges and the unknown.

Our audience is at the core of The Well’s entire operation. We continuously study audience behavior to inform our editorial planning, identifying emerging topics, TikTok trends to debunk (or confirm!), and new channels we should prioritize as consumption habits evolve. We’ve built a data-informed operating system that taps into the knowledge of Northwell Health doctors to guide our audience through both the planned and unexpected health and wellness experiences they may face.

The most recent addition to our arsenal? …TikTok! The Well’s TikTok tackles hot, often taboo, health topics and trends. Our goal is to bring professional health and wellness expertise from Northwell Health straight to the community, in the same short-form video format they already know and love.

Our TikTok editorial process is simple: Listen to our audience's curiosities and needs. Research to find the right angle and the right expert to address them. Shoot in-person, virtually, or a little bit of both. Edit. Tag. Post. Engage. Repeat!