When your goals involve patient engagement and acquisition, consider these owned, earned and paid media examples when planning your modern marketing strategy and budget.
The strategic application of modern digital marketing solutions can take your brand to new heights. Explore these organic and paid media examples to inspire your marketing strategy.
Formerly known as: Advertising
What it is: Buying space/time on traditional and online channels
Why you need it: To promote your owned media and generate demand for specific services
- Search engine advertising
- Social media advertising
- Traditional advertising (TV/radio/print)
Here’s one of our favorite paid media examples:American Health Imaging (AHI) is part of US Radiology Specialists, the largest outpatient imaging provider in the country. AHI leverages paid media to reach medical imaging prospects; in fact, a recent search campaign generated more than 2,000 conversions during the height of the pandemic.
Formerly known as: Public/Media Relations
What it is: Recognition for expertise and thought leadership through unpaid placements
Why you need it: To increase awareness/preference and influence perception for your brand to generate new leads
- Editorial placement in national publications and trade journals
- Physician interviews on TV/radio
- Positive consumer/patient reviews
- “Ask the Doc” column in the local newspaper
Here’s one of our favorite earned media examples: Children’s Mercy Health in Kansas City is frequently featured in national and local media, including this article on a Kansas toddler who received three heart surgeries before his third birthday.
Formerly known as: Branded Content
What it is: Content that your organization controls.
Why you need it: To engage consumers and differentiate your brand through content that guides patients on the healthcare journey
- Social media accounts
- Email newsletter
- Print publication
- Mobile application
- Direct mail
- Community events
- Other modern marketing directives
Here’s one of our favorite owned media examples: Methodist Health System produces a 48-page print publication titled SHINE along with a content hub at SHINEOnlineHealth.com. In December 2020, SHINE Online generated nearly 100,000 page views—with 80% coming from new users. Traffic continues to grow each month and the system’s content strategy has also generated a significant amount of service line leads, with more than 7,500 conversions since August 2019.
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