The Oxford Dictionary declared the 2020 word of the year “unprecedented,” and we couldn’t agree more. This week alone fits the bill of a “typical” 2020 news cycle, jammed packed with updates reflective of a truly unpredictable time: Microsoft and Zoom are removing time caps for Thanksgiving, Pinterest is suddenly the platform to watch in 2021, Snap is giving away $1M to creators for their new inspiring in-app update called Spotlight and TikTok teens are following senior citizens. We’re grateful to be able to share the latest and greatest with you all, so ping us if you want to hear more on these topics or the ones below. Happy Thanksgiving to our American family and friends. 🦃
Is Local News Making a Comeback?
The COVID-19 pandemic has not only accelerated innovation within healthcare, it has also sped up trends and revealed new opportunities within the local media landscape. Media companies including Axios and NPR – and entrepreneurs like David Klotz – are looking to fill the void of regional newspapers by introducing localized e-newsletters and podcasts. The pandemic also has resulted in media talent spreading beyond the hubs of New York and D.C. as people move to remote work models. Additionally, the evolution of the media landscape in response to the pandemic has shown the value of local news coverage. The specificity of different local regulations leading to higher audience numbers and increased subscriptions shows how some of these organizations will become digitally based in the future to reach local audiences.
The New Streaming Service Every Healthcare Marketer Should Know About
The Able Channel is set to fill what it believes is an “information void” with a streaming channel dedicated to healthcare content. CEO and former Novartis and Disney exec Brian McCourt says he can’t believe this void exists in a world where healthcare represents approximately 18% of U.S. GDP. The debut of this new channel may be perfectly timed as new reports suggest connected TV will be the only device to grow its share of video ad impressions, up to 41% from 33% just a year ago. Viewers can preview the channel’s fresh storytelling approach now by watching “Surviving Suicide,” its first series. Produced in partnership with the Cleveland Clinic, the series profiles survivors who have gone on to help others struggling with suicide. With the right conditions and advertisers such as Ochsner Lafayette already on board as its first hospital system partner, advertising opportunities are primed to grow.
“Point of Care” Advertising Is in It for the Long Haul
Despite dips in in-office doctors’ appointments due to the pandemic, industry experts still tout the enduring value of point of care (POC) media as new deals are being struck with content developers such as Meredith, which has just joined forces with Health Media Network. Doctors’ offices around the country will now be displaying video content from several Meredith brands through Health Media Network’s existing relationships with healthcare professionals (HCPs). The POC advertising will focus on TV (as magazines have been removed from waiting rooms) and is designed to educate patients about treatment options, facilitate patient and doctor engagement, and improve health outcomes through engaging and informative content. While targeting in an in-office setting seems limited, much of the audience for healthcare marketers has proven to be those sitting in a waiting room. POC is rapidly growing as experts have found that targeting a patient while they are currently seeking medical care is critical and effective.
Fostering Community and Influence with Social “Hubs”
The purpose of social media has evolved since its initial development, and platforms that served to connect us with others now also serve largely as educational resources. YouTube, one of the most searched platforms, has long been a hub for educators and influencers alike to share longform, informative videos on a variety of topics and now offers learning-focused playlists and URLs. TikTok is working to strengthen this area within the platform as well, testing a “Learn” tab in the UK market. And LinkedIn recently followed in similar fashion with the launch of its resource hub dedicated to supporting underrepresented groups. Specific “Learning” focused sections of platforms could be key areas for HCP influencers to congregate and help consumers find the resources they are seeking. These hubs also go a step further to reinforce the benefits of social media.
…AND IN OTHER NEWS
Slowing the spread: Twitter may slow down users’ ability to “like” tweets containing misinformation.
Need a screen break? Check out the New York Times’ annual list of 100 notable books.
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