Much of HealthiNation’s clinical programming was developed around pharmaceutical advertising campaigns. An ad buy associated with a particular medication or treatment would create a need for relevant editorial content addressing the condition itself.

From there, we developed the content.

For a subject like erectile dysfunction, that meant researching the condition and developing a series of informed interview questions before sitting down with the physician. We would record specialists either in our studio or at their practices, depending on the production.

I approached those interviews modularly. Rather than treating the physician conversation as one long piece that would later be cut down, I developed questions around specific ideas that could become useful individual videos. A well-planned interview could therefore generate multiple focused pieces addressing different aspects of the condition.

That made our limited time with physicians considerably more productive while also giving audiences shorter, more targeted information they could actually use.

The commercial context determined the subject area, but the editorial challenge was different: create credible, medically reviewed content that could stand on its own as patient education rather than simply functioning as an extension of the advertising surrounding it.