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Upfronts season typically runs from late April through May, but one more went live in early June – complete with a healthcare focus. 

In an intimate, invite-only 90-minute presentation, Digital Health Networks (DHN) held its 2025 upfront in New York on Wednesday afternoon.

Heralding its continued focus on humanizing healthcare through compelling narratives, DHN CEO and co-founder Jon Cody detailed how the company is developing comprehensive production capabilities, including scripted and non-scripted content, documentaries and innovative technologies like conversational AI. 

The centerpiece of the upfront was the announcement that DHN is teaming with NBCUniversal to launch the Care Collective, a healthcare marketing platform.

The purpose of the Care Collective is to help brands and health stories find distribution and marketing support as well as provide a way to create and distribute authentic health content.

Charter brand partners for the effort include Sermo, an online community for physicians, immunology company Argenx and Avalere Health, a 2024 MM+M Agency 100 honoree.

Cody credited pharma brands for creating video content to tell compelling health stories in recent years but noted that they often don’t receive the attention of a wide audience.

Through this collaboration with NBCUniversal, he said drugmakers will benefit from NBCU Local’s audience scale and precision targeting capabilities — such as the advanced CTV advertising platform NBC SpotOn.

Going forward, content produced through the Care Collective will be distributed across NBCU Local’s portfolio includes 11 NBC- and 31 Telemundo-owned stations, four NBC Sports Regional Networks, three national multicast networks and 16 free ad-supported streaming TV channels.

Additionally, the content will be supported by local and regional news desktop and mobile sites, as well as mobile and OTT apps.

“When we sought out a partner to help brands and stories that we would bring to the table find distribution and marketing, NBCUniversal is as good as it gets,” he said. 

Victor Parada, NBCUniversal’s local director of business development and brand partnerships, underscored the media conglomerate’s commitment to authentic storytelling and its extensive capabilities in distributing content across multiple platforms.

Parada noted that with effective, compelling storytelling, brands and marketers can drive better health outcomes for patients. 

“We call it the collective, because this platform is intended to be something that we co-create with marketers – this is not a cookie-cutter thing,” he said. 

Throughout the presentation, Cody reiterated DHN’s mission statement that “Every health story is a human interest story.”

When it comes to content types, the Care Collective is going to market with a variety of media, including feature-length documentaries, short films, unscripted series, audio and interactive features.

Cody previewed a number of prospective efforts as well as projects in the works, like Rare, Well Done, a reality makeover program for people living with chronic inflammatory demyelinating polyneuropathy.

He also unveiled a health policy show to facilitate dialogue between the healthcare industry and the administration, which will be operated in collaboration with HealthDay in Washington, D.C. 

The company’s CineHealth Festival is also set to return to Philadelphia for the third year in a row in early September. 

Beyond the content production and distribution announcements, Cody also detailed the establishment of Storyfile, a conversational AI platform for disease state education, as well as Medi³cine, a talent management agency for physicians.

Singling out the stress in the healthcare system, Cody called for authentic and relatable stories to connect with patients, caregivers and physicians.

While many claim that healthcare storytelling needs more influence from Hollywood, Cody argued the opposite is true: mainstream media produced in Hollywood needs to lean further into health-related stories.

For pharma brands, he said, that goes beyond TV ads and can be achieved through meaningful, well-produced narratives.

“We’re inundated in a sea of sameness of commercials, but it’s the stories in healthcare that are powerful,” he said.