McKinsey December 3, 2024
Healthcare organizations are well positioned to offer healthcare content to improve consumer experience and care outcomes, achieve marketing objectives, and create a diversified revenue source.
Healthcare organizations, especially health systems, have a large, untapped opportunity to use their clinical expertise and reputation to serve health media (medically validated, contextually relevant content, including advertising) to engage, support, and educate consumers. The health media trend is accelerating concurrently with healthcare organizations’ efforts to boost digital engagement with consumers as they engage with their care—for example, through a more sophisticated digital front door and personalized marketing efforts (moving beyond billboards).
A few leading healthcare organizations are actively participating in the nascent health media market (a natural extension of a broader retail media trend)....
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