Health media: How consumer content informs the future of healthcare

Investment Rating - The report indicates a positive outlook for healthcare organizations to leverage health media as a diversified revenue source, suggesting a favorable investment environment in this sector [1]. Core Insights - Healthcare organizations have a significant opportunity to utilize their clinical expertise to engage consumers through health media, which includes medically validated content and advertising [2][3]. - The trend of health media is accelerating alongside healthcare organizations' efforts to enhance digital engagement with consumers, indicating a shift towards more personalized marketing strategies [2]. - A $10 billion health system could potentially achieve a contribution margin run rate of$50 million to $65 million within five years through health and wellness-sponsored placements [3]. Summary by Sections Health Media Opportunity - Healthcare organizations can create value by offering health media content that engages and educates consumers, thus improving care outcomes and marketing objectives [2][3]. - Leading organizations like Cleveland Clinic and Kaiser Permanente are already developing their own content and engaging in advertising-supported strategies [2][3]. Consumer Engagement - A significant portion of consumers (89%) expressed willingness to shop for care in at least one medical service category, highlighting the importance of health and wellness content in driving consumer engagement [6]. - Trust in health content is crucial, with 64% of consumers trusting information from health systems compared to only 5% from social media [9]. Advertising Strategies - Contextual advertising embedded in healthcare content can create a beneficial scenario for consumers, healthcare organizations, and advertisers [10]. - A 2024 survey indicated that 45% of healthcare executives expect to allow advertisements on owned channels, viewing it as a tool to enhance consumer experience [6][10]. Revenue Diversification - Healthcare organizations are encouraged to adopt a structured approach to health media strategies to diversify revenue beyond core clinical operations [32]. - The report emphasizes the need for healthcare organizations to develop consumer-centric strategies that align with advertising opportunities [28][32]. Consumer-Centric Approach - Engaging consumers with relevant content throughout their healthcare journey can improve brand loyalty and consumer experience [32][33]. - The report suggests that healthcare organizations should focus on building a comprehensive view of consumer engagement to enhance clinical outcomes while respecting privacy [28][32].