How to Navigate Today’s Fragmented Health Care Media Landscape

June 22, 2023

Today’s health care media landscape is drastically different from the era of print magazine ads and TV spots. It is now characterized by a fragmented array of channels and diverse media formats, which has made media planning more complex than ever.

Kara Rozek, VP, media, SPM Marketing & Communications, talks about today's health care media landscape

Kara Rozek, VP, media, SPM Marketing & Communications

Do you recall what media buys looked like five, 10, or even 20 years ago? Remember when all we had were commercials on cable, printed pamphlets, and radio ads? Now, in 2023, it’s hard to think back to what the media landscape looked like pre-streaming, pre-podcast, and pre-social media.

“I love media because it’s always changing,” says Kara Rozek, VP, media at SPM Marketing & Communications. “There’s always something new to learn and work into the mix.”

Rozek leads SPM’s in-house integrated media department, a team of strategists and experts specializing in a full spectrum of media channels. From planning and strategy to execution and reporting, Rozek’s team manages full-scale media campaigns for health care organizations.

With the rapidly changing makeup of today’s media mix, we sat down with Rozek to learn more about the media environment and trends health care marketers have to navigate.

In a new article, we offer key insights on how your hospital or health system can adapt to today’s ever-changing health care media landscape.

Specifically, you’ll learn:

  • 3 ways the media landscape has changed
  • How an “intent-based approach” can help successfully reach consumers where and when they’re most likely to engage
  • Tips on how to “dip your toes” into the health care media landscape without spending too much money.

Read the full article here: Meeting the Right People at the Right Time in a Fragmented Media Universe

Best regards,
Matt Humphrey