According to an Ipsos survey carried out for the Economic, Social and Environmental Council (CESE), published at the end of October, health has emerged this year as the main concern of the French, thus dethroning the purchasing power which occupied this place in 2023. Interviewed out of their three main concerns, 40% of respondents now cite “their health and that of their loved ones”, an increase of 3 points compared to the previous year, even reaching 42% among the most modest socio-professional categories.
And for good reason, the health crisis has had a profound impact on people’s minds, making the French aware of their vulnerability and the crucial importance of care. At the same time, the aging of the population leads to an increase in health and care needs for the elderly, an issue highlighted by the growing attention paid to family caregivers.
Furthermore, difficulties in accessing care, recurring tensions in the hospital sector and concerns raised by certain reforms contribute to reinforcing this feeling of health insecurity. Finally, the rising costs of medicines, consultations and supplementary health insurance weigh more and more heavily on household budgets, thus accentuating the precariousness of some.
An integrative health chain
It is based on this observation that the team of experts composed of Valérie Bruschini (founder and CEO of B SMART), Pierre Fraidenraich, founders and editors of thematic channels – but also former CEO of BFM Business and Infosport and, Michel Franck Cymes (Founder and CEO of Dr.Good!), decided to launch “Mieux”, a television channel entirely devoted to health. This new channel promises quality information on health issues. The founders, experienced in the thematic media sector, ensure content that is rigorous and accessible to all.
“ “Mieux” is positioned as the leading global information channel on health and well-being in France. This project responds to growing social demand, exacerbated by the pandemic. Far from being a simple medical popularization channel, “Mieux” will adopt a positive and inclusive approach, treating health subjects in an accessible and taboo-free manner. Through television programs, social networks, digital content and events in the territories to compensate for the lack of information in certain medical deserts, the channel will be structured around four fundamental pillars: the environment, prevention, future and tech, as well as well-being. These transversal axes will be declined in all our broadcasts », explains Valérie Bruschini before recalling that, until now, this information was processed more by the written press which still captures most of the advertising market and advertisers. “There are also a lot of influencers in this area, some good ones but also some very dangerous ones. This is also the challenge of creating a global media like “Mieux” which aims to be a safe zone with content validated by an ethical committee made up of quality doctors and experts.”
A value proposition that appeals to advertisers
This thematic diversity allows “Mieux” to attract a wide range of advertisers who lack opportunities and solutions. ”The diversity of subjects we address opens up an immense field of possibilities in terms of partnerships. Health stakeholders, traditionally present in the press, are showing keen interest in joining our platform. Likewise, the French express a growing need for reliable and accessible health information. The audiovisual media constitutes an ideal vector to meet this demand. This makes us very confident about the economic viability of our project. We are already in discussions with large groups in the mutuality, food and environment sectors, and the enthusiasm generated by our project is very encouraging.”explains Valérie Bruschini.
Mieux is supported by several investors convinced of its solidity and its interest, including Michaël Benabou of La Financière Saint James, Philippe Dabi Founder of the Bioclinic group and Philippe Veran President of the Biotech Dental group. A first round of fundraising has essentially just been completed at the end of October. Keen to democratize access to health information, the project leaders also wanted to democratize shareholding by launching, in parallel, a crowdfunding campaign on the Sowefund platform.
“Health interests everyone and this channel is a first. Also, it seemed obvious to us to open capital to as many people as possible. Through this campaign, we wanted to give future viewers the opportunity to take part in the project by becoming shareholders, explains Valérie Bruschini before continuing, Quite classically, the funds raised will initiate the launch of the channel through the creation of teams, the design of the channel, the acquisition of studios, the creation of sets and that of the first show concepts, before resting its development on the business model in which we are very confident and which pushes us to launch this campaign.”
To participate in the democratization of health through the launch of the first dedicated channel and become a shareholder, click here.
