Health media and the future of healthcare | McKinsey

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).1 A few leading healthcare organizations are actively participating in the nascent health media market (a natural extension of a broader retail media trend2). They are developing and serving their own content, sourcing content from health content providers, or serving advertising-supported content including ads and sponsored content on their channels (digitally and nondigitally). Examples include the following: With a methodical app

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).1 A few leading healthcare organizat