Meeting the Right People at the Right Time in a Fragmented Media Universe

June 12, 2023

Today’s media landscape is a far cry from the days of print magazine ads and TV spots. It’s fragmented across countless channels and media formats, making media planning more complex than ever. We sat down with Kara Rozek, VP, media at SPM Marketing & Communications, to learn how health care marketers can adapt to today’s media environment.

// By Melanie Graham //

Melanie GrahamDo 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.

Kara Rozek, VP, media, SPM Marketing & Communications

Kara Rozek, VP, media, SPM Marketing & Communications

“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.

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