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Going to the doctor can be a scary thing for kids — especially if they don’t know what’s going on. 

To remedy that information gap and put kids at ease in the doctor’s office, healthcare technology company Phreesia is embarking on a five-year collaboration with Sesame Workshop, the company behind Sesame Street.

Since its founding two decades ago, Phreesia’s mission has focused on making care easier for people through improved appointment scheduling, electronic check-ins and streamlined communications with their providers. 

The company is leaning on Sesame Workshop to engage millions of parents and caregivers with educational and entertaining messages to help keep their children healthy. 

The collaboration, which kicks off next month, involves beloved characters like Elmo, Big Bird, Abby Cadabby and others.

David Linetsky, president of network solutions at Phreesia, says both organizations come to the table with their respective strengths in communications. 

Sesame Street, he notes, excels in communicating with children and reaching them through the power of storytelling, while Phreesia has expertise at connecting with patients and caregivers when they’re checking in for their doctor’s appointments. 

“We thought that the collaboration between the two of us was a great way to bring together these two skill sets, impact kids and parents as well as promote pediatric health,” he says. 

Over the course of the next five years, Phreesia and Sesame Workshop will share timely information about a range of pediatric health topics. These include preparing for routine health check ups, vaccinations and other preventive screenings, as well as supporting children’s emotional wellbeing.

Beyond its involvement with Sesame Workshop, Phreesia works with advocacy groups, nonprofits and pharma manufacturers to provide patients with timely, relevant information in critical moments in their healthcare journey — especially those leading up to a doctor’s visit.

The company manages the intake process for more than 170 million patient visits every year. 

Boosting the emotional, mental and physical wellbeing of children has been a priority for the 56-year-old nonprofit Sesame Workshop.

This partnership, Linetsky says, will open up new opportunities for both companies to help make the healthcare process easier for young patients and parents.

Sesame Workshop is quite familiar with what makes health-focused work effective, having already added 2,000 educational resources on its website over the years. 

Now, it will have a point-of-care delivery system for those assets.

“The idea that [these educational resources] could be delivered and shared through Phreesia’s platform right into this particular moment in young families’ lives was just an incredible opportunity for us and got us excited to explore this partnership,” adds Aaron Bisman, SVP of marketing at Sesame Workshop.

Bisman says household names like Cookie Monster, Elmo and Big Bird will be enlisted to engage the youngest viewers and elevate the importance of health in a child’s life.

“Part of the magic and value is the awareness — whether it’s the child’s or the parents’ — and that nostalgia from their own childhood,” he says. “It’s the power of the familiarity that really lends itself to our ability to educate through them.”

Throughout the history of Sesame Workshop, there have always been multiple specialists creating content — from children’s performers to researchers, educators and academics. That continues to be its model in 2025.

The content around health and emotional wellbeing follows a similar process to make sure everything is understandable at every level.

The first campaign will launch in October, with content currently being produced based on surveys conducted by Phreesia. 

Some themes uncovered as part of this research included the importance of parents explaining to children how to know when they’re sick, recognizing symptoms and being able to talk about them. 

Another finding centered on teaching kids about healthy habits and about talking about their feelings generally. 

Parents of three-to-five-year-olds stated that it’s stressful for their kids to go to the doctor, so part of what the partnership will be doing is designing content with the characters to help children feel less nervous about those visits.

Going forward, the relationship will be iterative as the partner companies uncover new topics of interest to their viewers and patients. Some will come from existing Sesame Workshop content – like Big Bird’s hospital stay or Elmo visiting the doctor — while new content will be based on frameworks Sesame Workshop has developed over the years.

“We need to make sure that we are serving the current needs of parents and children at all times,” Bisman says. “That means addressing what it takes to help people’s kids grow smarter, stronger and kinder every day.”

Linetsky reiterates that all of Phreesia’s campaigns are meant to drive positive health outcomes and that reaching a patient or caregiver with the right content at the right time can make them a more active participant in their care. 

“We’re excited to be able to promote health in this younger population. It’ll be a lot of fun,” he concludes.