Why Davvero

Where we started

At ThatMorning, we have spent years working with organizations that live healthcare every day: pharmaceutical companies, patient associations, foundations, professionals, public bodies.

Across all these worlds, we have seen the same problem: the gap between healthcare communication and lived reality.
On one side, institutional messages that are flawless, but cold.

On the other, personal experiences that are intense, but fragmented and invisible.

What was missing was a middle ground — a language capable of bringing expertise and experience into dialogue, science and emotion, knowledge and the voice of those who live it. Davvero grew out of this void: an editorial project that doesn't simplify health, but tells its story in all its complexity, through the authentic voices of those who live through it.

The organizations involved

The organizations that stand out for excellence and innovation, and that we have talked with so far.

• Johnson & Johnson
• IRCCS Istituto Tumori "Giovanni Paolo II"
• Università Aldo Moro di Bari
• Institute Physics for Medicine
• Institut de la Vision
• Università degli Studi di Genova
• Janssen
• Città della Salute di Torino
• Università degli Studi di Milano
• Università di Losanna
• Institute for Bioengineering of Catalonia
• Università di Göttingen
• IRCCS Sacro Cuore Don Calabria
• Università di Torino
• Ospedale Policlinico San Martino
• Università di Bologna
• Istituto Italiano di Tecnologia
• Fondazione AIRC
• Ospedale San Paolo di Milano
• Politecnico di Losanna
• Scuola Superiore S.Anna di Pisa
• Università di Pisa
• Dico Technologies
• Bio 3D Printing

Not just a podcast, but an infrastructure of trust

Davvero is not a media product. It is a permanent storytelling platform, where words become a tool for building relationships once again. Every episode grows out of a process of listening and co-design:

• with patient associations, who bring their experiences and everyday vulnerabilities;
• with healthcare professionals (HCPs), who offer their scientific and human perspective;
• and with pharmaceutical companies, which choose to support the most relevant topics in their field, without ever intervening in the content.

Companies don't sponsor an episode to promote a product.
They make it possible.
They allow a story to be told, and a community to recognize itself in it. It is a form of responsible communication, grounded in transparency, social value and legitimacy.

Why we involve pharmaceutical companies

In healthcare, communication is always a delicate balance: informing without promoting, raising awareness without influencing.

With Davvero, we found a way to resolve this tension: letting those who have the standing to speak do the talking. Companies take part in building episodes dedicated to specific topics — for example a rare disease, an unmet clinical need, a prevention or treatment adherence challenge — contributing their expertise and their network of experts. But they don't control the narrative.

The storytelling is editorial and independent, certified by ThatMorning and verified by co-hosts from the clinical world. This way, the company becomes part of the dialogue, not the message.

And over time, this builds something more lasting than visibility: reputation within professional circles.

Why co-hosts matter

Every episode of Davvero has a narrator, but also a co-host: a physician, a researcher, a science communicator, an association representative.

Their presence is no minor detail: it is the guarantee of authenticity and rigor. The co-host steers the conversation, translates technical language into accessible words, and helps keep the storytelling true to the reality of healthcare.

It is thanks to them that Davvero has become a point of reference for people working in the field: because every episode is, at its core, a conversation among peers. It's not emotional storytelling: it's relational journalism, where expertise meets vulnerability.

Why HCPs listen to us

Davvero's listeners are not casual users.

They are healthcare professionals — physicians, pharmacists, nurses, researchers, healthcare communicators — who choose to listen out of interest, not out of curiosity. They listen because they recognize in the tone and language a different kind of credibility.

Because they understand that behind every episode there is serious editorial work, and that the voices are real, not “stock” voices. In a sector where trust is built through reputation, this qualified audience is enormously valuable: episodes are cited on hospital wards, at conferences and on medical mailing lists, discussed among colleagues, and picked up in university lecture halls and trade publications. It is a quiet but tangible network, where authority spreads through recognition, not sponsorship.

And this is where the impact for companies is really measured: not in the number of plays, but in the quality of those who listen and share.

The value that lasts: persistence

No Davvero episode is made to be consumed and forgotten.

Every episode is designed as a permanent piece of content, a document that can be listened to again over time, cited, and reused in training programs or association activities. Stories don't run out once they're published: they live on, accumulate, and build a collective memory.

And this persistence — rare in the media world — is the real reputational engine of the project. For companies, it means being associated not with a temporary campaign, but with a lasting archive of content that generates cultural and professional value over time.

In summary

Davvero exists because the world of healthcare needed a place where communication was not marketing, but mediation.

A place where:

• patients' voices would have narrative dignity,
• companies could contribute ethically,
• professionals would find credible, recognizable language,
• and stories could last, not evaporate.

It's not just a podcast. It's a storytelling community.
A project that builds trust, one voice at a time.