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In a bid to associate themselves with the vanguard of professional practice, marketers are ever-eager to embrace new technologies, though in highly regulated sectors, the shock of the new has a little extra resonance.

Intuitively, healthcare advertisers are among the most conservative, as the downside risk of getting marketing wrong is materially higher than for their counterparts in other verticals, such as CPG, given regulatory oversight from bodies such as the Food and Drug Administration and the Federal Trade Commission, and a host of privacy regulators.

Given the risks to patient safety, subsequent litigation risk, government oversight or overall reputational risk, the risk-averse orthodoxy among marketing practitioners in the sector is well understood.

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Marketers were hoping for a quiet week to recover from the hangovers and heat of Cannes Lions before the 4th of July weekend. Instead, they’re scrambling for information to better understand how the break-up of Comcast and NBCUniversal might affect them.

To quickly recap, Comcast CEO Brian Roberts announced Monday (June 29th) that the two businesses, which were merged following a 2009 deal, would separate as part of a tax-free spinoff. Comcast spun out its cable TV business Versant back in January.

Roberts said the newly unshackled NBCU, which will span NBC, several cable networks, Telemundo, Peacock and Sky, would function as a “unique, independent, focused company that will be home to some of the industry’s most valuable brands and assets across theme parks, film, television, streaming, sports and news.” Mike Cavanagh, the current co-chief exec of Comcast, is set to become CEO at NBCU.

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