Twitter Writes a Prescription for Health Content From WebMD

Videos will be part of Amplify, giving advertisers sponsorship opportunities

Content will be rolled out to coincide with seasonality and health awareness events WebMD/Twitter

Twitter reached its first-ever content collaboration with a healthcare platform, inking a partnership Thursday with WebMD.

WebMD video content in the Twitter feed and in Twitter Moments will help educate people on health topics and highlight stories from patients living with and managing chronic conditions and other health issues.

Content will be rolled out to coincide with seasonality and health awareness events.

Examples include Migraine Awareness Week in September, Breast Cancer Awareness Month and Eczema Awareness Week in October and Lung Cancer Awareness Month in November.

WebMD said its video programming will include social-friendly explainers, myth busters, medical animations and patient stories.

Video fare from WebMD will be part of Twitter Amplify, the social network’s library of premium live and on-demand video content, and advertisers can select the content for pre-roll ads or exclusive sponsorship opportunities.

Twitter director of health client solutions Lisa Bookwalter said in a statement, “We are thrilled to be working with the industry leader in endemic health content. Conversations about health are exploding on Twitter. We’re bringing together the dynamic environment of a social feed with best-in-class condition-specific content. This partnership brings forward a first-to-market opportunity for marketers to be a part of the health conversation through brand-safe video content.”

WebMD group vice president, product marketing and product Paul Bar added, “We are excited to partner with a leading social channel on content that makes a difference in consumers’ lives. Twitter delivers timeliness like no other social platform. With Twitter, WebMD can amplify our meaningful, medically reviewed health content even further to inform and inspire.”

And Publicis Health Media vp of paid social media Patty Ryan said, “This is an exciting program thanks to the contextual relevance it offers health advertisers. Typically, within the paid social space, we are challenged by a lack of control over content adjacency, but this partnership changes the game in terms of being able to sponsor health content that we know is highly relevant to a brand’s target audience.” David Cohen is editor of Adweek's Social Pro Daily.