The next generation. New models for earned, owned and paid media.

摘要

"When you're talking about a regulated industry, it gets very difficult to move into new channels and into new media because of the risks and because of the uncertainties," says Rebecca Lieb, industry analyst at Altimeter Group. "This is an issue that goes beyond paid, owned and earned media. There is that pressure to go to where the audience is, and the audience is clearly in digital channels, particularly for purchases, products and services that involve a high degree of consideration and education. If you look at Google statistics in health care, symptoms and diseases are [some] of the most searched topics on the Web."While health care marketers may have once relied upon placing a print ad in a magazine, playing a video about their practice on the television in their waiting room or having their savvy PR rep pitch a story about a new medical technology, landing them a sweet spot on page four of the local newspaper, those strategies by themselves were good until the digital revolution took full effect. These days, earned media is a blog post from a New York Times journalist about a surprising medical breakthrough, and owned media is a Pinterest board using a series of photo essays to explain cosmetic medical procedures offered. Paid media is a sponsored tweet introducing a new treatment for arthritis.But with privacy concerns such a hot-button issue, why should health care marketers migrate over to these digital channels now? The quick answer is because consumers and potential new patients are already in that space.