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Listen "Bold Breakthroughs: Capturing Media Attention in a Crowded Landscape"
Episode Synopsis
Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.
The HLTH Conference is right around the corner, and in honor of this year's theme "Be Bold," we're celebrating the upcoming event with a special series of episodes focused on what it means to be bold in marketing. For the first episode of the series, Sara is joined by John Lynn to explore the evolving landscape of health care marketing, focusing on video content, authenticity, and the dynamics of media presence in the health industry.
John Lynn is the founder and chief editor at HealthCareSCENE, which includes platforms like HealthCare IT Today and SwaayHealth, boasting over 17,000 articles, 600 podcast episodes, and a community of over 200,000 followers. John's insights into media trends and health IT make him a perfect guest for discussing how to stand out in the crowded healthcare landscape.
We’re diving into the crucial shift from traditional articles to video content for storytelling, the evolution in content syndication focusing on social media clips, and the growing importance of authenticity in today's content. John shares his expertise in dealing with the noisy healthcare industry by emphasizing customer-centric messaging over using trending but often overused buzzwords.
We’ll also touch on personal connections cultivated through video content, the philosophy behind genuine conversations, and the challenge of maintaining this authenticity across various content forms, such as podcasts, newsletters, and social media.
Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.
Key Takeaways:
Shift from Articles to Video Content: John Lynn underscores a notable shift in content strategy—from prioritizing written articles to embracing video content for storytelling. This transition caters to modern consumer preferences and allows for versatile repurposing across articles, podcasts, newsletters, and social media, broadening content reach and engagement.
Authenticity in Content: The age of overly polished content is waning. Listeners now crave raw, authentic conversations. John emphasizes the preference for less polished, genuine content as more relatable and trustworthy, fostering a personal connection between the audience and content creators.
Evolution in Consumer Behavior: There is a growing preference for brief, "quick hit" content among consumers, which often sparks interest in longer, more in-depth content. This shift suggests that concise, engaging clips on platforms like Instagram or TikTok can serve as gateways to more comprehensive material.
Journalism and Conference Coverage: The landscape of health journalism, especially in covering conferences, is changing. Financial constraints and evolving media preferences mean journalists attend fewer conferences, while user conferences see a rise in popularity. John emphasizes the importance of capturing valuable insights and connecting directly with people over rigid session attendance.
Balancing Quality and Authenticity: Creating content that strikes a balance between high quality and authenticity is paramount. John discusses the practice of preparing for discussions with bullet points to stay organized while avoiding scripts for a more credible and natural conversation. This approach ensures content is both informative and genuine.
We hope you enjoyed this deep dive into the modern dynamics of health care marketing with John Lynn. Remember, the key to standing out in this noisy landscape lies in authenticity, leveraging brief content for deeper engagement, and understanding the evolving preferences of your audience.
Stay tuned for more insightful discussions on the...
The HLTH Conference is right around the corner, and in honor of this year's theme "Be Bold," we're celebrating the upcoming event with a special series of episodes focused on what it means to be bold in marketing. For the first episode of the series, Sara is joined by John Lynn to explore the evolving landscape of health care marketing, focusing on video content, authenticity, and the dynamics of media presence in the health industry.
John Lynn is the founder and chief editor at HealthCareSCENE, which includes platforms like HealthCare IT Today and SwaayHealth, boasting over 17,000 articles, 600 podcast episodes, and a community of over 200,000 followers. John's insights into media trends and health IT make him a perfect guest for discussing how to stand out in the crowded healthcare landscape.
We’re diving into the crucial shift from traditional articles to video content for storytelling, the evolution in content syndication focusing on social media clips, and the growing importance of authenticity in today's content. John shares his expertise in dealing with the noisy healthcare industry by emphasizing customer-centric messaging over using trending but often overused buzzwords.
We’ll also touch on personal connections cultivated through video content, the philosophy behind genuine conversations, and the challenge of maintaining this authenticity across various content forms, such as podcasts, newsletters, and social media.
Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it.
Key Takeaways:
Shift from Articles to Video Content: John Lynn underscores a notable shift in content strategy—from prioritizing written articles to embracing video content for storytelling. This transition caters to modern consumer preferences and allows for versatile repurposing across articles, podcasts, newsletters, and social media, broadening content reach and engagement.
Authenticity in Content: The age of overly polished content is waning. Listeners now crave raw, authentic conversations. John emphasizes the preference for less polished, genuine content as more relatable and trustworthy, fostering a personal connection between the audience and content creators.
Evolution in Consumer Behavior: There is a growing preference for brief, "quick hit" content among consumers, which often sparks interest in longer, more in-depth content. This shift suggests that concise, engaging clips on platforms like Instagram or TikTok can serve as gateways to more comprehensive material.
Journalism and Conference Coverage: The landscape of health journalism, especially in covering conferences, is changing. Financial constraints and evolving media preferences mean journalists attend fewer conferences, while user conferences see a rise in popularity. John emphasizes the importance of capturing valuable insights and connecting directly with people over rigid session attendance.
Balancing Quality and Authenticity: Creating content that strikes a balance between high quality and authenticity is paramount. John discusses the practice of preparing for discussions with bullet points to stay organized while avoiding scripts for a more credible and natural conversation. This approach ensures content is both informative and genuine.
We hope you enjoyed this deep dive into the modern dynamics of health care marketing with John Lynn. Remember, the key to standing out in this noisy landscape lies in authenticity, leveraging brief content for deeper engagement, and understanding the evolving preferences of your audience.
Stay tuned for more insightful discussions on the...
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