The internet has revolutionized many industries, and healthcare—where the stakes are uniquely high—is no exception. In episode 7 of Deep: The Health Marketing Podcast, John Mangano sits down with Tom Carr, Senior Vice President of Media and Data Strategy at Everyday Health Group, which produces medically reviewed online content for patients and providers. Tom and John unpack the digital health landscape’s twists and turns and what its biggest opportunities are for supporting providers and consumers today.
Tom shares his journey in the health vertical and how his passion for improving patient outcomes has been a driving force throughout his career. Two decades ago, finding reliable medical information online was like looking for a needle in a haystack. Today, it’s a totally different state of affairs. Both patients and providers have unprecedented access to quality, targeted content.
One key theme of the episode is how patient behavior has changed over time. Tom discusses how the early days of WebMD paved the way for medically reviewed content and tools that enable patients to have more informed conversations with their doctors. But as Tom notes, the industry still faces challenges, particularly when it comes to personalized, relevant content. It’s pivotal to support each consumer with messaging that speaks to the stage they’re currently in.
For example, how might a brand adjust its messaging when speaking to consumers already being treated for a condition versus those experiencing symptoms for the first time? Similarly, how do you balance reaching consumers when they’re actively seeking health information and engaging them during other moments online? From an endemic-publisher perspective, Tom shares insights on determining where in their health journey a given consumer may be.
Tom and John also touch on how healthcare providers interact with online platforms. Some surprising insights emerge about the overlap between consumer and professional health content. With platforms like MedPage Today catering to HCPs and Everyday Health serving patients, there’s a growing opportunity to align messaging and foster more productive patient-provider discussions.
John and Tom offer a wealth of insights. Whether you’re curious about the challenges of maintaining trust in a sea of misinformation or eager to learn how data can unlock personalized healthcare experiences, don’t miss the conversation. Stream Deep Episode 7 now and discover how the digital age is reshaping how we access and share health information.
Listen to Deep on Apple Podcasts, Spotify, Amazon Music, or right here, on The DeepDive.