Harnessing Healthcare's Clinical Expertise for Health Media Success
Healthcare's Clinical Expertise in Health Media
Healthcare organizations, especially health systems, possess a vast reservoir of clinical knowledge. They can utilize this to create and serve a wide range of health media content. Cleveland Clinic, with its extensive library of disease-specific content published alongside ads on its website, is a prime example. Kaiser Permanente enables members to download self-care apps evaluated by clinicians. Mayo Clinic sells over-the-counter health products and offers advertising-supported content on various topics. These initiatives showcase how healthcare organizations can integrate advertising into their health media offerings without compromising ethical integrity.Northwell Health's announcement to launch a studio to develop scripted and nonscripted content further emphasizes the growing trend. By doing so, they can provide consumers with valuable information and engage them in a meaningful way. This not only benefits consumers by offering them accessible health information but also creates a diversified revenue stream for healthcare organizations.
Consumer Trust and the Importance of Quality Content
Health and wellness content plays a crucial role in building awareness and retention. A 2024 consumer survey revealed that 75 percent of respondents connect with health and wellness content at least once a week across different channels. However, issues such as lack of trust and misinformation persist. Approximately 60 percent of US adults watch health-related videos online, but only about 40 percent trust the information. About 30 to 40 percent of social media posts about diseases contain misinformation.Despite this, savvy consumers still gravitate towards trusted sources. For example, 77 percent of respondents look for clinician-reviewed health and wellness content. This highlights the significance of quality content in attracting and retaining consumers. Increasing engagement with content can lead to consumer loyalty, which is becoming more important as price transparency and out-of-pocket expenses rise. In a 2023 survey, 89 percent of respondents were willing to shop for care in at least one medical service category.
Expanding Consumer Access to Information and Care
A significant portion of consumers already use health and wellness content to find care. About one-third of consumers under 45 used content to find a doctor in the past two years. The percentage of payer members valuing information from payer websites increased from 14 percent in 2020 to 29 percent in 2022. This indicates a substantial opportunity for healthcare organizations to differentiate themselves through content marketing.For example, creating a best-practice digital front door with informative content, online scheduling, and preappointment engagement can drive growth. In a 2024 survey, 42 percent of respondents were more likely to schedule an appointment with a healthcare system if it offered relevant content. This shows that consumers want healthcare organizations to focus on clinically valid content in addition to core clinical operations.
Unlocking a Diversified Revenue Stream through Advertising
Contextual advertising embedded in healthcare content can create a "win-win-win" situation. For consumers, it can stitch together the services they need. Up to 77 percent of surveyed consumers found sponsored content helpful. Advertisements can be relevant based on consumers' healthcare journeys. Consumers are most receptive to information when managing their health at home.Healthcare organizations can use this as an opportunity to diversify their revenue. In a 2024 survey of healthcare organization executives, 34 percent wanted to diversify revenue. However, it poses challenges. They need to adopt a structured approach, drive consumers to their digital properties, engage them with relevant content, build a 360-degree view of consumers, and serve relevant ads. Advertisers also see value in partnering with healthcare organizations to reach specific health-related consumer segments.
Five Steps for Getting Started in Health Media
An effective approach to health media involves five steps. Firstly, develop a health media strategy and build the business case to capture consumer growth. Consider each step of the consumer healthcare journey and where content and advertising can be most beneficial. Establish guardrails to guide the strategy, such as identifying advertising partners and choosing appropriate media channels. Align on creating the minimum viable experience for consumers. Finally, review the organization's current state of consumer-centric capabilities and identify gaps.By following these steps, healthcare organizations can serve the needs of consumers and advertisers, fuel consumer growth, and diversify into a new revenue source. A carefully considered and executed consumer-centric health media strategy can improve consumer experience, brand loyalty, and lead to better outcomes for all.